Rather than silently take the ribbing, we decided to show exactly how "massive" the response was to LDV's campaign. A few hours after LDV's letter was posted on Facebook,we began broadcasting a live video on the BBDO Facebook page, showing our CEO's desk with a paper tray labeled “Resignation letters for people who want to join LDV.” The caption to the video read: “Discover how many resignation letters are flooding in at our CEO’s desk.”

The video proceeded for four hours with nothing happening. Nothing at all—just the sound of crickets. Slow tv at its best.

LDV posted their letter at 8 AM in the morning, BBDO's response was live at 3PM - a peak moment in Facebook traffic at work. The live video was posted on the BBDO Facebook page, which has about 3.400 fans - mostly people from within the industry.

The livestream generated an organic reach of 87.081 people, 1843 reactions and a 1700 % increase in daily page likes. The video had 26 631 unique viewers. In a small country like Belgium, the advertising and communications industry only consists of about 20 000 people.

Our CEO received 0 resignation letters from account managers wanting to go to LDV United.