CREATIVE BELGIUM | THE BOOK 2016
D/2016/45/395 – ISBN 978 94 014 3815 5 – NUR 802 Book design: Mirror Mirror | www.mirrormirror.be DTP: Fulya Toper | www.fulya.be © CREATIVE BELGIUM & Lannoo Publishers nv, Tielt, 2016. LannooCampus Publishers is a subsidiary of Lannoo Publishers, the book and multimedia division of Lannoo Publishers nv. All rights reserved. No part of this publication may be reproduced and/or made public, by means of printing, photocopying, microfilm or any other means, without the prior written permission of the publisher. LannooCampus Publishers Erasme Ruelensvest 179, box 101 3001 Leuven Belgium www.lannoocampus.com
CREATIVE BELGIUM THE BOOK 2016
The best of Belgium's creative works in advertising, design and digital communication
CREATIVE BELGIUM 2016
FOREWORD Creative Belgium exists to promote, encourage and celebrate creative excellence for brands. Our organization unites and inspires creative thinkers representing all the roles involved in the creation of communication: copywriters, art directors, photographers, directors, strategists, commercial agents, art buyers, web designers, producers, students, teachers etc. It is our mission to promote and defend the Belgian creative industry as we bear witness to the fact that, even more so than ever before, creativity keeps business competitive in today’s economy. The Creative Belgium awards are there to recognize, reward and promote the best creative work of brand communication in Belgium. On May 27th 2016 Creative Belgium celebrated the 33rd edition of the CCB Awards, celebrating the best Belgian works in advertising, design and digital of the year 2015. All winners and shortlists are published in this annual. We hope this Book will inspire and stimulate the creative industry to keep on working towards a better future for brands thanks to creativity.
PAGE 9
ISABEL VAN DEN BROECK | GREET WACHTERS
BOARD PRESIDENT JENS MORTIER
ADMINISTRATORS GEOFFREY HANTSON GUIDO GOFFEAU PHIL VAN DUYNEN TOM GARCIA
MANAGING DIRECTORS ISABEL VAN DEN BROECK GREET WACHTERS
FOREWORD
CREATIVE BELGIUM 2016
CONTENT TABLE 19
GRAND PRIX FOR GOOD
23 CRAFT 43 DESIGN 63 DIRECT 83 FILM 101 INNOVATIVE 111 INTEGRATED 121 INTERACTIVE 135 MEDIA 161
NEW TALENT AWARD
167 OUTDOOR 187 PRESS 199
PROMO & ACTIVATION
217 RADIO PAGE 11
231 MEMBERS 237 INDEX
CONTENT TABLE 
CREATIVE BELGIUM 2016
PAGE 19
GRAND PRIX FOR GOOD
GRAND PRIX FOR GOOD
CREATIVE BELGIUM 2016
Audio cartoons Grand prix for good . Film & Cinema, Public health & safety, public awareness, fundraising
PAGE 20
Reporters Without Borders Belgium reacted to the terrorist attack on French satirical magazine Charlie Hebdo by a symbolical campaign: “Audio Cartoons”, available on www.audiocartoons.com and broadcast on national radio and television. We invited a series of Belgian cartoonists - including Marec, Kim, Quirit, Dubus, Kanar and Ilah - in a recording studio to verbally describe their cartoons rather than showing them. The audio cartoons are our way of showing the surrealism of what happened in Paris. Because if cartoonists can’t express their opinions anymore with paper and ink, what’s next?
BRAND/PRODUCT RSF (REPORTERS SANS FRONTIÈRES)/NGO | TITLE AUDIO CARTOONS | AGENCY PUBLICIS BRUSSELS | CREATIVE DIRECTOR(S) TOM BERTH, GEERT DE ROCKER | PRODUCTION COMPANY ADULT | ADVERTISER/CLIENT RSF (REPORTERS SANS FRONTIÈRES) | CREATIVE(S) TOM BERTH, GEERT DE ROCKER, SEB DE ROOVER | ACCOUNT(S) JOHAN PARMENTIER, JULIE VANDERSTICHELE | DIGITAL STRATEGY SEB DE ROOVER | AGENCY PRODUCER TOM VANDENBOSSCHE | PRODUCTION COMPANY PRODUCER(S) KIM VANDERCRUYSSEN, TATIANA PIERRE | SOUND RAYGUN, TOON JANSEGERS, PETER BAERT, MENNO VAN RIET | DIRECTOR WALTER VAN CLEYNENBREUGEL | DOP NORMAN BAERT | EDITOR JORIS VANDEN BERK | WEB DESIGNER JÉRÉMIE ACQUISTO
GRAND PRIX FOR GOOD
CREATIVE BELGIUM 2016
CRAFT
PAGE 23
The craft category rewards the production quality of the work from different disciplines: Art direction, Visuals, Digital Imaging and AV design.
CRAFT
CREATIVE BELGIUM 2016
GOLD THE SNOWMAN . National Lottery . mortierbrigade Craft, AV Design, Animation
SILVER REBORN RADIO . Re-born To Be Alive . Duval Guillaume Craft, AV Design, Sound Music
CHOICES . Telenet . These Days Craft, AV Design, Film Direction
REINCARNATION . Opel . LDV United Craft, AV Design, Film Direction
ANTI-STRESS COLORING PLATES FOR ADULTS . Humo . mortierbrigade
PAGE 24
Craft, Visuals
BRONZE FESTIVAL . Knack . LOVO Films Craft, AV Design, Production Design
SUMMER IS MUSIC . Studio Brussel . Boondoggle & CAVIAR Brussels Craft, AV Design, Sound Music
CHOICES . Telenet . These Days Craft, AV Design, Production Design
STRAFFERE FANS MAKEN STRAFFERE SPORT . Telenet . TBWA Craft, AV Design, Cinematography
TINNITUS . Tinnitus . CZAR Craft, AV Design, Sound Music
Craft
CREATIVE BELGIUM 2016
SHORTLIST BLUE CONVERTIBLE . Nagelmackers . Famous Craft, AV Design, Editing
FRESH FOOD NOW, OR LATER... . Lidl Belgium . BBDO BELGIUM Craft, AV Design, Editing
RODE KRUIS BLOED . Rode Kruis . Duval Guillaume & CZAR Craft, AV Design, Film Direction
CIRCLE OF LIFE . Spadel . Darwin Craft, AV Design, Cinematography
TEAM BELGIUM - CHOOSE YOUR OLYMPIC . BOIC . Famous Craft, Visuals
ANTI-STRESS COLORING PLATES FOR ADULTS . Humo . mortierbrigade Craft, Art Direction
FOOTBALL OR FATHER . Remed Pharma . BBDO BELGIUM Craft, Art Direction
PAGE 25
See all winners and shortlists on www.creativebelgium.be
Craft
CREATIVE BELGIUM 2016
The snowman Craft . Av Design, Animation, Corporate Image
PAGE 26
This is the story of a snowman who dreams of going on holidays to the sun...
BRAND/PRODUCT NATIONAL LOTTERY/NATIONAL LOTTERY’S CHRISTMAS WISHES | TITLE THE SNOWMAN | AGENCY MORTIERBRIGADE | CREATIVE DIRECTOR(S) JENS MORTIER, JOOST BERENDS, PHILIPPE DE CEUSTER | COPYWRITER KWINT DE MEYER | ART DIRECTOR WILLEM DE WACHTER | PRODUCTION COMPANY BLINK INK | ADVERTISER/CLIENT JOKE VERMOERE | STRATEGY VINCENT D’HALLUIN | GRAPHIC DESIGNER YOANN STAS | DESKTOP PUBLISHER(S) SOPHIE BAYEUL, STÉPHANE RONSMANS | AGENCY PRODUCER(S) CHARLOTTE CODDENS, ELINE ROUSSEAU | SOUND SONICVILLE, HANNES DE MAEYER | DIRECTOR PARABELLA
CRAFT
CREATIVE BELGIUM 2016
Reborn radio Craft . AV Design, Sound Music, Public health & safety, public awareness, fundraising
PAGE 28
The ultimate goal of Re-born to be alive is to give second chances. The radio campaign we created wants to raise awareness of the possibilities that organ donation offers, and activate people to register at www.reborntobealive.be as an organ donor. We basically wanted to show that life can be passed on and nobody’s death needs to be meaningless, by repeating names designed to sound like a heartbeat going into flatline, only to restart in a new ‘fresh’ heartbeat a few seconds later.
REBORN RADIO 30" (NL)
REBORN RADIO 30" (FR)
Emma Emma Emma Emma Emma Emma Emmaaaaaaaaaaaaaaaa-lex Alex Alex Alex Alex Alex Alex
Nico Nico Nico Nico Nico Nico Nicoooooooooooooooo-olivier Olivier Olivier Olivier Olivier Olivier
Zonder Emma zou Alex er niet meer zijn. Registreer je ook als orgaandonor op reborntobealive.be en red een leven.
Sans Nico, Olivier ne serait plus de ce monde. Inscrivez-vous aussi comme donneur d’organe sur reborntobealive.be et sauvez une vie.
BRAND/PRODUCT RE-BORN TO BE ALIVE/ORGAN DONATION | TITLE REBORN RADIO | AGENCY DUVAL GUILLAUME | CREATIVE DIRECTOR(S) KOENRAAD LEFEVER, DRIES DE WILDE | PRODUCTION COMPANY RAYGUN | ADVERTISER/CLIENT RE-BORN TO BE ALIVE | CREATIVE(S) AD VAN ONGEVAL, JÉRÉMIE GOLDWASSER | ACCOUNT JEF LEYSEN | MEDIA PLANNING LISA DECRICK | PRODUCTION COMPANY PRODUCER(S) PETER BAERT, TOON JANSEGERS | SOUND MENNO VAN RIET, MATHIEU GRILLO
CRAFT
CREATIVE BELGIUM 2016
Choices Craft . AV Design, Film Direction, Miscellaneous Craft . AV Design, Production Design, Miscellaneous
PAGE 29
The Yelo Play-app from Telenet makes planning your tv evening a lot easier thanks to its many features. We promoted this handy app by adding 3 more series to the catalogue: Közes, Emma’s Choices and Choices of Destiny. Each had the appearance of the next big-budget series in its genre. To the very last detail, they could compete with real series like Borgen, Sex And The City and Game of Thrones. But halfway through the impressive trailers, people discovered that each trailer was really about the same familiar situation: the stress of not being able to choose what to watch. At the end the solution was provided: The Yelo Play-App.
BRAND/PRODUCT TELENET/YELO PLAY APP | TITLE CHOICES | AGENCY THESE DAYS | CREATIVE DIRECTOR(S) MANUEL OSTYN, PIETER STAES | COPYWRITER STEPHANIE VAN TICHELT | ART DIRECTOR ANNELIES RONGE | PRODUCTION COMPANY HAMLET | ADVERTISER/CLIENT TELENET | ACCOUNT MIEKE MOORTGAT | STRATEGY NICOLAS MOERMAN | DESIGNER FRANK SCHOUWAERTS | AGENCY PRODUCER BRUNO DEJONGHE | PRODUCTION COMPANY PRODUCER(S) RUBEN GOOTS, TOM DE PELSMAEKER | POST PRODUCTION THE FRIDGE | SOUND SONICVILLE | DIRECTOR DEBEN VAN DAM | DOP WIM VANSWIJGENHOVEN | EDITOR JAN HAMEEUW | DIGITAL TEAM LENNIE DE WIT | ANIMATION INGE VANHEES, BERT BECKERS
CRAFT
CREATIVE BELGIUM 2016
Reincarnation Craft . AV Design, Film Direction, Cars, other vehicles, auto products & services
PAGE 30
A lot of people are emotionally attached to their old car. When the time comes to buy a new one, saying goodbye can be hard. That’s why Opel not only offered drivers a great financial take-over deal, but an emotional one as well. Introducing: “Opel Heartselling”. Senna for instance drove an old Kadett, which his father owned before him. When the time came to let go, we reached him a helping hand. Our solution? We melted the old Kadett into his brand new Insignia. This emotional trip was poured into an online film that moved thousands of people and initiated the Opel Heartselling campaign.
BRAND/PRODUCT OPEL | TITLE REINCARNATION | AGENCY LDV UNITED | CREATIVE DIRECTOR(S) BART GIELEN | COPYWRITER(S) DENNIS VANDEWALLE, PIETER STAES | ART DIRECTOR(S) DRIES DE BRUYN, MANUEL OSTYN | PRODUCTION COMPANY CZAR | ADVERTISER/CLIENT GENERAL MOTORS BELGIUM | ACCOUNT(S) PETRA DE ROOS, TIM JANSSENS, MARGIT VERVECKEN, TOM VERHOEVEN | STRATEGY KRISTOF JANSSENS | DIGITAL STRATEGY ELINE GOETHALS | DESIGNER(S) JEFFREY UTEN, NIKI DESIRON | PRODUCTION COMPANY PRODUCER(S) MAARTEN DE SUTTER, EURYDICE GYSEL | SOUND SENJAN JANSEN, SENSTUDIO | MUSIC RAYGUN | DIRECTOR KENNETH MERCKEN | DOP GRIMM VANDEKERCKHOVE | DIGITAL TEAM ELI HERMANS | WEB DESIGNER TOM VANHOOREWEDER
CRAFT