When the first peak of corona was over, bars and restaurants could reopen again in Belgium.

However, there were a lot of safety rules: registration obligation, no menus on the tables and there had to be a minimum of 1,5 metres between the guests. Whenever that wasn’t possible, there had to be a protective screen between the guests.

At the same time Eén (that’s dutch for One), Belgians national TV channel, was preparing for a new season of First Dates. A TV show in which people who never met each other go on an actual first date, on camera. We made recruitment billboards in the form of plexi screens. The shape of the screen was made to look like a television and graphic elements were added on the plexi-glass. That way, it looked as if you were already on the show. The call to action was simple: ‘Star in the new season of First Dates? Apply now on een.be/firstdates’.

How can we connect with each other in times where social distancing is king? By using one of the symbols of restriction as a new medium to promote a show that’s all about connecting with each other. The plexi screens were not a very pleasant experience, but we turned them into a completely new advertising medium. We used the dreaded plexi screens to our advantage and made it into something entertaining that inspired action. With these screens every dinner was made to look like a real, first date.

On March 13th, all bars and restaurants were closed. In June it was announced that they would reopen on the 8th of June. The adapted screens were placed in restaurants in Brussels, Antwerp, Mechelen, Ghent and Leuven just in time to make their debut when they reopened after months of lockdown.

Reactions on the screens were unanimously positive. Most people don’t enjoy these plexi screens in restaurants so turning them into something fun was very much appreciated. The screens resulted in a staggering increase of applicants by 48%. An added bonus was that the applicants were more diverse in both gender and age than first season’s applicants. Making it easier for Eén to match and create successful first dates.