Manuel Ostyn
Manuel Ostyn
Creative Director at These days
Antwerp, Belgium
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Manuel Ostyn Interview(s)

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In a few words, tell us about your role in the creation of this work.

TitleFloor 99.9
BriefThe new Black + Decker steam cleaners kill 99.9% of all bacteria. But how to prove it? Everybody's heard the saying that the floor is so clean you could eat off it. But you would never actually do that, right? Welcome to Floor 99.9, the first restaurant where you could literally eat off the floor. Not just any floor, but the old marble floor of the Mercado Food hall in Antwerp, which gets thousands of visitors every week. The entire place was as meticulously designed as any trendy restaurant, minus the tables. And the journalists, bloggers and VIPs who attended ate it up.
Agency
Campaign Floor 99.9
Advertiser Black & Decker
Brand Black & Decker SteaMitt & Steam-mop

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PostedNovember 2017
Business SectorSubscribers Only
StorySubscribers Only
Media Type Case Study
 

I was Creative Director on the project. Which means I validated and finetuned the idea.
Then presented it to the client and supervised the creative team during the production.
What was the original brief for this campaign?
Find a way to launch the new SteaMitt and Steam-mop in Belgium. Highlighting the fact that it kills 99.9% of all bacteria.
How difficult was it to sell the idea to Black & Decker SteaMitt & Steam-mop ?
Actually, it was pretty easy. At least compared to most projects. :-)
It’s a daring idea, so understandable there were some concerns at first. But we made sure nothing could go wrong.
B+D also saw the PR potential and got on board pretty quick. After all, they're absolutely sure of the (proven) effectiveness of their product.
What inspired you to approach the campaign this way?
After hearing the USP, pretty quick we were reminded of the common expression “You could eat off the floor here” which people say when they are in a very clean room or house.
From there on it was just a few steps away from it’s final form as an exclusive pop-up restaurant.
What was the biggest challenge you faced during the process?
Finding a public place, with a lot of passage and a beautiful floor. But then also making sure that floor was definitely clean enough. Because we couldn't afford any health risks.
So, we first gave the complete surface of the pop-up restaurant a very thorough cleaning with the Steam-Mop. Well, actually a lot of Steam-Mops :-)
And then in between every course we cleaned the area where normally the table would be (marked with the white tape) again.
So the floor was also cleaned in front of the audience proving the effectiveness of the products live.
What’s a “behind the scenes” story that only you know about?
The delicious food was cooked by a famous Belgian chef. Which was great, for the participants. Not so much for the crew because we didn't get the opportunity to eat during the whole shoot, which lasted a full day. Shift after shift of happy guests describing the exquisite food...
What did you learn from the experience?
That the SteaMitt and Steam-mop kill 99.9% of all bacteria.
To have won the Epica Awards, what do you think in this work seduced a jury exclusively made up of journalists?
I guess they were charmed the same way as the passers-by. It's a simple idea that doesn't need a lot of explanation. And they probably also used the phrase "You could eat off the floor here” more than once in there life. Which makes it fun to see people actually do it for once.
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