Using a code name, made up by Marc Couke, to sign Couke himself as a new client.

Master of conversation and serial entrepreneur Marc Coucke succeeded in getting Manchester City legend Vincent Kompany back to his first club RSC Anderlecht as player-coach without anyone noticing. How? Well, he sure didn’t hide him underneath one of his infamous custom-made suits. Couke revealed the use of a made up code name “Jean-Pierre Van Overschelde” on every piece of paper, phone number and every visit linked to the living legend. This way, for months, nobody took notice of the various messages, visits and documents that were laying around. We thought that to be quite clever. So after a few failed attempts to contact Coucke with a proposal to collaborate, we used his own cleverness against him. An actor we hired became the real Jean-Pierre Van Overschelde and went to the media to express his dismay at the abuse of his name. JPVO, as the press called him, quickly became a trending topic on offline and online media and sparked conversation. After three weeks, Van Overschelde messaged Coucke with the proposal to meet… and turn on the news. The rest… is history.

Client: Selfpromo Talk of the town Agency: Talk of The Town Concept: Gertjan De Smet, Emanuel Vanderjeugd Production: Talk of The Town DOP: Manuel Meurisse Director: Emanuel Vanderjeugd