What if your money could yield more in the future than in a fountain? With this approach, Hurae created the striking Fountain of Fortune activation for Febelfin at the Brouckère in Brussels. Passers-by who threw coins into the fountain received immediate feedback from living statues: there are smarter ways to manage your money than literally throwing it away.
The campaign highlights a current challenge: many Belgians, especially young people, experience financial stress and lack knowledge about saving, investing, and borrowing. With this campaign, Hurae makes this theme tangible and shareable through a visual spectacle that invites interaction and reflection.
To reinforce the message, Hurae enlisted the help of familiar faces. Passers-by were able to spot influencers Jacques Delfosse, An-Katrien Casselman, and Dean Raey at the fountain. Their presence ensured extra recognition and reach on social media.
With Fountain of Fortune, Hurae once again proves how brands and organizations can generate more impact through creative experiences than with traditional communication.