Will this be the new best method of advertising, social realism?
I must say, this is creative. A classic example of taking something we see and experience on TV all the time, mixing it with good old fashioned live entertainment, and adding a mixture of social media reach and spread. The cool thing about this ad/campaign design is that all those who get to experience it are not just the live participants in Belgium. The the online spectator feels as if he is right there. They combined classic stage drama, and mixed it with social media to create a “social live action media” experience.
Creative, brilliant, and fresh.
[UPDATE] Here is the sequel!