‘How elephants and influencers made the papers’

Small Talk developed the ‘Delirium Strava Challenge’, an (inter)active challenge for sports enthusiasts. The challenge: cycle, walk or jog a route in the shape of an elephant and share your exploits online. Bolstered by a peloton of influencers (Johan Museeuw! Geert De Vlieger! Ine Beyen!) and backed by a clever online marketing campaign, elephants suddenly started popping up all over Flanders. What’s more, the media greedily latched on to the phenomenon, which gained traction far beyond our national borders. Talk about a wonderfully wacky result!