Express face-lift for Belgium’s poor reputation

The Diary has discovered a new spin on the “name ten famous Belgians” puzzle. Now, thanks to American Express, anyone can become famous in Belgium for ten seconds, which is almost the same thing.

Visitors to the company’s Belgian website can upload photos of themselves to a giant billboard positioned somewhere in the nation that gave us Adolphe Sax and the inventor of Bakelite.

So any reader who wants to be as well-known as, say, Lambert Adolphe Quetelet (he invented the Body Mass Index) should get down to www.americanexpressblue.be sharpish.

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