Branded TV content is strongly regulated in Belgium. As is product placement. To get your message across in something else than a bought 30 second TV commercial slot without any real budget, you have to make sure your content attracts attention in other media first - which is exactly what we did.

After going viral online, several Belgian TV stations picked up our spot and broadcasted it as entertainment.

We created a short movie called 'The Midnight Switch' in which we brought 5 young couples to what appeared to be a nice holiday in the sun. What the boys didn't know was that their mothers in law had secretly followed them on the next airplane. In the middle of the night, we had the girlfriends leave the bed and switch with their mothers.

We made clear what would happen early on in the movie, so the viewers were encouraged to watch it through and discover the reactions of the poor boys. In doing so they received our main message about skin cancer and tanning: If your girlfriend doesn't protect herself from the sun, she'll look like her mom way too soon.

With no media budget whatsoever we managed, solely through the strong and relevant content of our movie to not only go viral online but more importantly have our spot broadcast on Belgian national television.