Thalys – The Human Monuments

Due to strong competition from cities like Paris, Amsterdam and London, and the terror attacks of 2016 and 2017, Brussels doesn’t score that well among tourists. To prove the city is one that’s worth visiting train operator Thalys came up with a creative activation. Instead of highlighting Brussels’ landmarks, it decided to focus on its people. With holographic technology they projected five-meter high silhouettes of real Belgians up onto a pedestal. Written below was: ‘In Brussels, the real monuments are its people.’