Agencies joined forces.For 1 week, 24 agencies went into Virtual Strike by replacing their website with a part of an open letter.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 where you started, you always began at the top of the letter.

Almost every major Belgian agency decided to join the action, making it a statement by not just one agency, but by the whole sector. The action was quickly picked up by the whole world. Within one week, over 850.000 homepages were visited. The action got support from the IPA in the UK and the South-African ACA. It also opened a worldwide discussion on Advertising Age, Adverblog, Contagious, Creative Review and various social media.