Jacques & Callebaut are two of Belgium's favorite chocolate brands. To announce the fusion between these two brands, we organized a real wedding in Belgium's most famous cathedral between knight Jacques (the character used in all Jacques advertising campaigns) and Lady Callebaut. Three Belgian groups performed at the wedding. To add interaction & hype around the event, a competition was organized inviting people to come to the event in their wedding dress. The most original couple received a second honeymoon.

The central element in the campaign was the actual wedding in the cathedral. All other media were used to either support or amplify this event.

- Official invitations were distributed through retail to invite people to the event.

- A special site was made where people could subscribe for the wedding.

- Postering and radio served to announce the wedding and create a hype around the event.

- An exclusive deal with a newspaper included the publication of the event's agenda.- When the event was done, people were directed to the internet site, where they could find all pictures of the event.