Billit x HUB
A 160 m² invoice sent through the shredder
With mandatory e-invoicing on the horizon, Billit wanted to position itself as the digital solution for Belgian entrepreneurs. Together with creative agency LDV United, an Out of Home campaign was developed in which the medium itself became an essential part of the idea.
A giant 160 m² paper invoice was displayed on a Giant Poster and gradually fed through a bespoke Special Build shredder over the course of two weeks. In doing so, the message “Goodbye paper invoicing” was brought to life in a simple yet visually striking way.
Maximum visibility on Leien Zuid in Antwerp
The campaign was launched on Leien Zuid in Antwerp, one of the city’s busiest thoroughfares. With an average daily audience of 80,000 passers-by, this premium location provided the perfect stage to bring the transition to digital invoicing to life.
Thanks to the large-format Giant Poster and the evolving nature of the installation, the campaign captured attention throughout its entire run. Over the course of two weeks, the activation reached more than one million people, making a lasting impression on the Antwerp streetscape.
Special Build OOH: when the medium takes centre stage
The strength of this campaign lay in the way Out of Home became more than just a vehicle for the message. The giant invoice not only served as the campaign canvas, but also became an integral part of the story itself.
By gradually making the Giant Poster disappear week by week, a visual metaphor was created for the transition from paper to digital invoicing. The result was a striking Special Build that transformed a complex message into a brand experience that was instantly understandable to a wide audience.
Awarded a Gold AMMA Award,
proven through business impact
