Legendary concert venue Ancienne Belgique gives their front row to the heroes who fought on the front line of COVID-19
Monday, July 13, 2020 — It’s music in the ears of music loving Belgians, at long last AB’s doors are opening again. We do, of course, owe this fact to all the health care workers who’ve worked tirelessly for months. As a thank you for their struggles on the front line against COVID-19, they are being offered the ‘front line’ at the Ancienne Belgique: yes, quite literally, they get to be in the front row of every concert until the end of the year.
FRONT LINE FOR THE FRONTLINERS
The campaign started this Saturday 11th July with Tourist LeMC, the very first concert at AB open to the public since the lockdown. And as soon as the complete Ancienne Belgique autumn programme is announced, health care workers will be able to book their free front row ticket.
“The care sector played a crucial role in fighting the virus. It is thanks to them that the AB can slowly start opening its doors again. Health care workers gave a lot over this past period, it is our turn to show them our thanks,” says Marc Vrebos, managing director at AB.
In an online video, several famous Belgian artists Coely, Dvtch Norris, An Pierlé, Blanche, Jef Neve and Tourist LeMC invite the health care heroes to be on the front row. Even one of Belgium’s most infamous virologists, Prof. Marc Van Ranst, took part in getting attention for this through a PR stunt. They are also being addressed directly through a mailing to hospitals and residential care centres where posters are also promoting this initiative.
In light of the required safety measures, the concerts will look a little different: There will be a limited number of people, and all at a safe distance. And there will be seating arrangements instead of a free-standing area. So this autumn, when our front line heroes take their front row seat, their musical heroes will take a bow for them.
*The name AB - which stands for Ancienne Belgique - is world-famous in the music world of Belgium, as it’s THE concert hall for artists coming from and to the country. It’s a venue that’s enjoyed by many of the big name acts in the past, and Saturday was no different as the Antwerp troubadour, Tourist leMC was in action - the first concert after the lockdown)
Credits:
Client Contact: Marc Vrebos & Ward Cannaerts
CD: Kwint De Meyer
Creation: Jolien Elegeert, Catheline Leroy
Copy FR: Yannick Pringels
Strategy: Fiona Boyle
Account management: Silvie Erzeel
Design & Development: Maarten Coosemans (AB) & Sven Verfaille (DDB)
DTP: Céline Godaert