Black Friday 2022: Belgium’s ZAP Games goes international

The ZAP Games (Zone Anti-Publicité) is two weeks of participatory actions against outdoor advertising that begun in Belgium in 2020.  Inaugurated by local groups Bruxelles Sans Pub, Liège Sans Pub and Namur Sans Pub, the action framework invites people to make any intervention – big, small, beautiful or blunt – against outdoor advertising panel and then report it. It concludes on Black Friday with an Awards Ceremony and party which celebrates everyone’s actions and gives out prizes for actions under certain categories including: ‘Most Number of Pannels Detourned’, ‘Surprise’ and ‘Sculpture’

This year, following the revival of The Subvertisers International network, the ZAP Games has groups participating from Portugal, Argentina, England as well as Belgium.

The ZAP Games provides an excellent movement-building event for activists to express their anti-advertising grievances and provides a tonic for the Black Friday publicity blitz pushes us into a feeding frenzy of special deals and hyperconsumption.

You can report you action on the ZAP Games website:

You can see all the actions from 2022, 2021 and 2020 here:

A re-purposed advertising space on in Brussels, 2022

Above: a re-purposed billboard in Liège calls for a boycott of the Qatar Mens Football World Cup in November 2022.  DH News report here.


Activists from Climáximo in Portugal produced a series of artworks linking the energy crisis with the cost of living crisis, name-checking the fossil fuel company Galp who continue to drill for new oil and gas wells.

In Argentina, the ever-creative Proyecto Squatters took aim at McDonalds and Coca-cola.

Above: Natalie Portman (Miss Dior) joins Buy Nothing Day (Brussels)

Above: Brussels


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