Antwerpen Centraal was a buzz with young people yesterday who wanted to test their skills in a virtual pillow fight with Belgian top model Hannelore Knuts.
The promo stunt was the creation of DAA and much loved Belgian fashion brand JBC to launch their first collection as part of a new collaboration DAAbyJBC available in JBC stores on the 1st of November.
25% of sales will go towards DAA initiatives which utilise pop culture to raise awareness about HIV/AIDS amongst young people worldwide.
The majestic ticket hall was decked out with a large projection screen and a sensor that when activated would display a virtual Hannelore holding a very large feather-filled pillow.
Passersby, young and old, who were in the right place at the right time were able to view themselves on screen about to get smashed by the 5'10" Hannelore (well she didn't look so big virtually).
In person however, she really is a giant (though a friendly one). As DAA's long-time friend and ambassador, Hannelore flew via Antwerp to be at Central Station for the launch on her way back home to NYC.
For those that missed her in the flesh, you still have 4... whoops 3 days to get down to Centraal Station and see Ms Knuts and the DAAbyJBC collection virtually.
The projection will be up until 6pm this Saturday the 29th of October and everyone's pillow fighting performance will be uploaded to the JBC website. Don't pretend you don't look good on camera.
The collection can be viewed here http://www.jbc.be/ and the super sexy DAAbyJBC condoms to promote safer sex will be available in JBC stores from November 1.
For the virtual geeks or fashion freaks, further press related to the DAAbyJBC initiative below: