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Bru Mineral Water and Happiness Brussels Present Bru Social Plates

Press Release - Brussels , 24 April 2019

Plates with hidden QR codes may be the solution to the irritation of foodstagramming  

While 69% of us can’t resist “foodstragramming” the perfect photo of a meal, this trend often occurs at the expense of both the dining companions at the table and the other diners – which is why 82% of us find it annoying.

That’s why Bru mineral water decided to create the “Bru Social Plates.” These plates have a mission: to remind diners to enjoy the food, but more importantly, each other’s company.

The handmade plates feature a delicate pattern that hides a secret: a QR code that sends a message to everyone who takes photos of their food, directly within the camera screen of the smartphone.

Just pointing a mobile phone camera at the plate reveals the message from Bru on the screen: “Nice photo! But don’t forget to enjoy your dining companions as well.”

The Bru Social Plates were concepted and designed ​​by creative connectivity agency Happiness Brussels, an FCB alliance, and are handmade by the ceramic designer Martine Keirsebilck. The power of this campaign comes from the simplicity of using the built-in QR reader that has come as standard on most phones since 2017 – no apps or downloads needed.

The sparkling water Bru launched the “Bru Table Mode” movement in September 2018, as an incentive to push the smartphone aside at the table, so that restaurant visitors can fully focus on each other. The campaign was immediately supported by various restaurants across Belgium, and you can easily recognize them by the sticker on their front door: “This restaurant is in Bru Table Mode.”

In October, Bru and chef Tom van Lysebettens from the Ghent restaurant “Cochon de Luxe,” went one step further and created the “Bru Table Mode Menu.” This 8-course menu came specially plated – on the back of your smartphone. 

The Bru Social Plates are available for restaurants and individuals on 

The first registrations will receive the plates for free and over 150 restaurants requested them in the three days following launch.

Watch the film:


Agency: Happiness, an FCB alliance

City: Brussels, Belgium        

Client: Bru          

Contacts: Charlotte Giroud, Ann-Sophie Parmentier       

Executive Creative Management: Karen Corrigan           

Chief Creative Officer: Geoffrey Hantson

Creative Director: Katrien Bottez

Concept Developers: Toon Vanpoucke, Morgane Choppinet

Copy: Alice Amant, Catherine Quadens       

Account Team: Nathalie Marchand, Camille Martin-Schmets, Amandine Donckers                        

Agency Producer: Sophie Gunsbourg               

Editing: Simon Schuurman                 

Director of Photography: Kassim Olivier

Director: Kassim Olivier

Design: Dries Lauwers, Lisa Leloux

DTP: Kassandra Donia

Retoucher: Xavier Dockx


About Happiness 

Happiness, an FCB alliance, is a creative connectivity agency based in Brussels, Belgium and Saigon, Vietnam. The agency is well-known for design-connected brands that trigger emotions that trigger business. The very multicultural crew of Happiness has won numerous awards, including Grand Prix at Cannes Lions and Eurobest. Some of their work is even featured in the V&A Museum in London. The agency believes in the power of creativity and the power of humanity, and that happiness fuels both. Happiness Brussels currently works for Quick (Burger King), VOO (one of Belgium’s biggest telco companies), Toyota, Tuborg, Parents of Road Victims, (Belgium’s biggest classified ads platform), DVV Insurances, NIVEA, Labello, Hansaplast, Eucerin, Somersby and Carlsberg.