These Days and Telenet fall into each other’s arms

These Days came up with an activation event for Telenet in support of the slogan “These are great times to experience together”. The agency installed Hug Stalls in 10 locations during the festive season.

People could get a free hot chocolate from the stalls. All they needed to do to heat their chocolate milk was to give each other a nice big hug. A bespoke hug detection system based on blob detection technology was developed. The system’s algorithms could identify human movements, such as hugs. Once the system detected a hug, it activated two microwave ovens to heat the chocolate milk. During each 30-second hug, a photo was taken that immediately became available from the Telenet shop.

The entire event was reported in a social video that was sent as warm Telenet Christmas wishes on Facebook and Instagram.


  • Client: Telenet
  • Contacts: Olivier Severs, Monia Ben Tahar, Sarah De Haes, Erik Van Der Kolk
  • Agency: These Days
  • Accounts: Sarah Souffriau, Ine Mannaerts
  • CD: Pieter Staes, Manuel Ostyn
  • Creation: Wout Geysen, Tijs Dejonckheere
  • Design: Inge Vanhees
  • Animation design: Mika Naudet
  • Producer: Ingeborg Vanhoof
  • Regisseur: Tijs Dejonckheere
  • Video crew: Toon Perseyn, Neal Willaert, Diana Musca
  • Montage: Thijs Hasselman
  • Partners: Butik, e-demonstrations, Mojuice

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About Wunderman Thompson Belgium

Wunderman Thompson is a creative transformation agency that combines the expertise of an advertising agency, a consultancy and a technology company. This enables the more than 200 talented staff at our Antwerp, Brussels and Amsterdam offices to set the tone on the Belgian market.

Our goal is to inspire ambitious brands to grow. We provide integrated communication services for the likes of Telenet, Child Focus, bpost, MediaMarkt, PMI, Lunch Garden, 11.11.11, Pioneer DJ, Microsoft, Riverty, Alken-Maes, Škoda, Euroclear, ...

To make this ambition a reality we rely on our local and global strength and expertise. Because we also call on 24,000 specialists in 90 markets worldwide to help us realise our international ambitions.

Over the years, a string of Effies, Cannes Lions and Creative Belgium Awards have put the icing on the cake of our creative, digital and efficient work.



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