If we want to be with our target group during the festivals we needed to check first : what is this festival spirit? Watching a concert, having a beer, waiting until the next one starts and having a beer. The idea of creating a cushion was born. People could sit on something cosier when waiting for the next concert or when having a beer. As most of the festivals take place on a field, we created a cushion, which looked exactly like a cow's droppings. De Zitvlaai (The Sitshit).

At the question “ who was the main sponsor at the festivals ? Research showed that 2 brands are the winners. Guess who? Studio Brussel and a Beer brand.For each festival Studio Brussels supplied a couple of thousand cushions, which were all sold out in minutes. People lined up in long queues so they could get their own copy. On top of that the Sitshit got a lot of free press, Studio Brussel It was even admitted in an exhibition of the Belgium Design Museum and it features in the book “ Design with a smile”.