A few years ago, the members of the ACC, the Belgian Association of Communication Agencies, signed the Competition Charter. This document lays down seven basic rules for agency competitions. However, today more and more advertisers seem to be ignoring the charter. A joint action by the agencies was needed to remind advertisers of the document they once committed to.

To read the entire letter, you had to click from one agency to the other. The more agencies joined the more parts the letter was split into and the bigger the chain was.No matter which agency’s URL you typed, you always came to the beginning of the letter.

Almost every major Belgian agency put their site offline for a week.It wasn't an action from one agency; it was a statement from the whole sector to remind advertisers that the competition charter was also created in their interest.

The action was not only picked up in Belgium, but was spread into the whole world, opening a worldwide discussion.No matter what the solution will be, the fact that the whole sector discussed about it, was proof that there must be a problem.