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PIAS: The Legendary Tour

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'The Legendary Tour' tells the unbelievable story of Belgian artist CHANCE, who has managed to fool everyone into believing that he’s played all the most iconic concert venues in the world. This has, however, proved to be a cleverly-devised hoax. But this fake tour, labelled 'The Legendary Tour', did actually take place. You might wonder how? The answer is revealed by the singer in a social video. Here, ‘The Legendary Tour’ emerges as a shrewd move by CHANCE and advertising agency mortierbrigade aimed at focusing attention on the artist’s album. The Legendary Tour was the result of a cunning plan by musician Chance – real name Antoine Geluck. To create a buzz, this Belgian singer arranged a tour that included legendary venues like Olympia or Madison Square. Fake? Not exactly, because Chance really did perform at all these venues.

Antoine Geluck: “I came up with the idea while talking to a friend, who’s a creative at mortierbrigade. What if we organised a real tour to all these mythical venues? So, we started looking for Belgian pubs named after major concert venues and announced our tour. This marked the birth of The Legendary Tour.”

This fake tour shows us that, in today’s world, some extra creativity is needed if you want to make a name for yourself.

The Legendary Tour has been devised by creative consultancy mortierbrigade, supported by the PIAS label.
Listen to CHANCE’s album Fantôme here.
Credits Other credits

Client: CHANCE / [PIAS]

Client contacts: Antoine Geluck

Agency: mortierbrigade

Creative Directors: Jens Mortier, Joost Berends, Philippe De Ceuster

Creatives: Nicolas Mouquet & Geoffrey Masse

Producer: Tuyen Pham

PR Manager: Anne-Cécile Collignon

Social: Jonas Van Bael

Director/DOP: Maxime Desmet

Editors: Adrien Derez & Preben Verledens

Soundstudio: Raygun

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