CREATIVE BELGIUM AWARDS THE BOOK 2017
The best of Belgium’s creative works in advertising, design and digital communication.
BW DEF.indd 7
23/08/17 17:25
D/2017/45/310 – ISBN 978 94 014 4452 1 – NUR 803 Book design: Mirror Mirror | www.mirrormirror.be DTP: Keppie & Keppie © CREATIVE BELGIUM and Lannoo Publishers nv, Tielt, 2017. 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
BW DEF.indd 6
23/08/17 17:25
CREATIVE BELGIUM AWARDS 2017
FOREWORD It is our mission to recognize, promote and honour the Belgian creative industry and the work that moves businesses, the work that moves minds. 2016 was the first year in which we really kicked off Creative Belgium and in which we announced new initiatives such as a website with a member search engine, Creative Sessions, a Director’s Lounge, a New Talent Award and a fancy private dinner for members. It was also the year in which we found a new home, called Firma, with a great training and exhibition space. So, I believe we now have got the basics right and it is time to go the extra mile, together with a new board wanting to spend time, effort and experience. Exciting times are ahead of us, thanks to all people supporting us, and to all members of Creative Belgium. A special thanks to our president Jens Mortier, to the board and to my colleague and friend Greet Wachters, who has always been a great partner in bringing our ambitions to life.
Isabel Van den Broeck #CBA17 #creativebelgium
BOARD
PAGE 9
Now on to the Creative Belgium Awards. We have worked on new processes, new judging criteria, new categories and we had great jurors. On 2nd of June 2017, Creative Belgium celebrated the 34th edition of the Awards, honouring the best Belgian work in advertising, design and digital of the year 2016. All winners and shortlists are published in this annual. I do hope that this book will inspire and stimulate the creative industry to keep working towards a better future for brands, because creativity matters. For business and for good.
PRESIDENT JENS MORTIER
BOARD MEMBERS GEOFFREY HANTSON GUIDO GOFFEAU MANUEL OSTYN NIELS SCHREYERS ODIN SAILLÉ RAOUL MARIS
MANAGING DIRECTOR ISABEL VAN DEN BROECK
BW DEF.indd 9
23/08/17 17:25
BW DEF.indd 10
23/08/17 17:25
24 DESIGN 38 DIRECT 54 FILM 72 INNOVATIVE 80 INTEGRATED 92 INTERACTIVE 112 MEDIA 138 NEW TALENT 142 OUTDOOR 162 PR 172 PRESS 182 PROMO & ACTIVATION 202 RADIO 214 MEMBERS 222 INDEX
BW DEF.indd 11
23/08/17 17:25
BW DEF.indd 24
23/08/17 17:27
The definition of Design for the purpose of the Creative Belgium Awards is the celebration of the use of design as an aid in communication and experience to inform brand ethos and product messages. Entries are awarded for their creativity, originality, execution and the level of consumer engagement.
BW DEF.indd 25
23/08/17 17:27
CREATIVE BELGIUM AWARDS 2017
GOLD #NOFILTER . Unicef Global . Happiness Brussels Use of Design Craft
SILVER THIS WAS LOUISE’S PHONE . VOO . Air Digital Design & Mobile Graphic Design
DE ONMOGELIJKE SIGNEERSESSIE . bol.com . DDB Graphic Design . Point of sale promotional material
#NOFILTER . Unicef Global . Happiness Brussels Graphic Design . Poster Design
PAGE 26
BRONZE TELENET WIGO . Telenet . TBWA Branding
THIS WAS LOUISE’S PHONE . VOO . Air Spatial Design
DESIGN
BW DEF.indd 26
23/08/17 17:27
CREATIVE BELGIUM AWARDS 2017
SHORTLIST DESIGN REBRANDING NMBS . NMBS . FamousGrey Branding
WHITE CINEMA BRANDING . Belga Films . BBDO Belgium Branding
SPROUT TO BE BRUSSELS . STBB . TBWA Branding
MICRO BREWERY - TÊTE CHARGÉE . Tête Chargée Brewery . Oilinwater Product & Packaging Design
NESPRESSO COFFEE EXPERTISE . Nespresso . Social.Lab Digital Design & Mobile Graphic Design
PAGE 27
See all winners on www.creativebelgium.be
DESIGN
BW DEF.indd 27
23/08/17 17:27
CREATIVE BELGIUM AWARDS 2017
#NoFilter GOLD . Use of Design Craft . Public health & safety, public awareness, fundraising SILVER . Graphic Design . Poster Design . Public health & safety, public awareness, fundraising
PAGE 28
We took pictures of Vietnamese children living along polluted rivers. Then we developed the pictures the old way, in water and a dark room. But we developed it in the polluted water of the river of their neighborhood. This is the result. If impure water does this to a picture, imagine what it does to the health and well being of a child. Clean water matters.
BRAND/PRODUCT UNICEF GLOBAL | CAMPAIGN TITLE #NOFILTER | AGENCY HAPPINESS BRUSSELS | PRODUCTION COMPANY FRAMEWORLD VIETNAM | ART DIRECTOR LIZA GEYSENS | CEO / STRATEGIC DIRECTOR ALAN CERUTTI | CHIEF CREATIVE OFFICER GEOFFREY HANTSON | CONCEPT PROVIDER SARA WEST | CREATIVE DIRECTOR PAUL BUSSCHAU | EXECUTIVE CREATIVE MANAGEMENT KAREN CORRIGAN | FILM PRODUCER PHUOC DANG | GLOBAL BRAND AND MARKETING ERIK DEKONINCK | HEAD OF CRAFT LENNERT VEDTS | PHOTOGRAPHER TEO CHAI GUAN | PRODUCER HUYNH TRAM VIETNAM
DESIGN
BW DEF.indd 28
23/08/17 17:27
BW DEF.indd 29
23/08/17 17:27
CREATIVE BELGIUM AWARDS 2017
This was Louise’s phone SILVER . Digital Design & Mobile Graphic Design . Commercial public services BRONZE . Spetial Design . Commercial public services
PAGE 30
Cyber bullying is a serious issue. As an Internet and mobile provider, VOO refuses to allow its services be put to bad use. The countless dramas resulting from cyber bullying have shaken us to the core. One example is the story of Louise, a young girl who committed suicide in 2014 after falling victim to cyber bullies. In collaboration with the Federal Police and Louise’s father, Bernard Altenhoven, we have developed an interactive experience based on the contents of Louise’s phone. On the mini website “thiswaslouisesphone.com”, visitors can explore a real-life installation that features 600 balloons, each of which displays a hateful message.
BRAND/PRODUCT VOO | CAMPAIGN TITLE THIS WAS LOUISE'S PHONE | AGENCY AIR | PRODUCTION COMPANY CZAR | ACCOUNT CAROLINE CHARLES, DAPHNÉ DE LE VINGNE | ADVERTISER/CLIENT ERICA VANINI | AGENCY PRODUCER BÉRENGÈRE LURQUIN | CREATIVE RAMIN AFSHAR | CREATIVE DIRECTOR ERIC HOLLANDER, DIETER DE RIDDER, JOERI VAN DEN BROECK | DESIGNER DRIES VERBRUGGEN, CLAIRE WARNIER | DIGITAL TEAM GREG PIN, MAXIME VAN SANTEN | DIRECTOR GUNTER BLOKKEN | POST PRODUCTION BIEKE DE KEERSMAECKER | TYPOGRAPHER MARTIN SAIVE | WEB DESIGNER DOGSTUDIO
DESIGN
BW DEF.indd 30
23/08/17 17:27
CREATIVE BELGIUM AWARDS 2017
De onmogelijke signeersessie Graphic Design . Point of sale promotional material . Publications & media
PAGE 31
Book signing sessions are magical: one stroke of the pen makes your copy unique. Getting the author’s signature is a lot harder for readers whose favorite author has passed away, but bol.com found a solution. For the re-issue of Music Hall a robotarm was adjusted until it could perfectly imitate the delicate movements of the author’s signature.
BRAND/PRODUCT BOL.COM | CAMPAIGN TITLE DE ONMOGELIJKE SIGNEERSESSIE | AGENCY DDB | ACCOUNT FRANCIS LIPPENS, ROMY VIERHOUTEN | ADVERTISER/CLIENT NIELS MOES | ART DIRECTOR TOM MEIJER | COPYWRITER PETER AMPE, SILKE BEURMS | CREATIVE DANNY VISSERS | CREATIVE DIRECTOR PETER AMPE, ODIN SAILLÉ | DESIGNER SVEN VERFAILLE, MARLÈNE WAUTOT | DESK TOP PUBLISHER BENJAMIN HIFFE | DIGITAL TEAM STEFANIE WARREYN | PR MANAGER KENN VAN LIJSEBETH | PRODUCTION COMPANY PRODUCER ADRIEN MOORMANN | STRATEGY DOMINIQUE PONCIN, JORIAN VANVOSSEL | WEB DESIGNER WIETSE DE RIDDER
DESIGN
BW DEF.indd 31
23/08/17 17:27
CREATIVE BELGIUM AWARDS 2017
Telenet WIGO Branding . Commercial public services
PAGE 32
To launch Telenet’s all-in family product WIGO, we gave its design the same attitude as the product. A design that goes and keeps on going. Not only with bright colours and bold typography. But also with popculture illustrations that keep on going whether it is in digital animation or in banners, classic outdoor, non-stop spinning posters…
BRAND/PRODUCT TELENET | CAMPAIGN TITLE TELENET WIGO | AGENCY TBWA | ACCOUNT ISABEL BROES, PHILIPPE VAN EYGEN, SHARON LAVAERT, JOACHIM FRANÇOIS, TOM EILERS, MAX FAUCONNIER, ELLEN VAN PRAET | ADVERTISER/CLIENT NATHALIE RAHBANI, FILIP NUYTS, MICHEL MORIAUX | ANIMATION VINCENT DE BOECK | ART DIRECTOR DAVID MAERTENS, PHILIP DE COCK | CONNECTION PLANNER SYLVIE DEWAELE | COPYWRITER THOMAS DRIESEN, ARNAUD BOUCLIER, ANN VANMINSEL | CREATIVE DIRECTOR JAN MACKEN, HENDRIK EVERAERTS | DIGITAL STRATEGY RINDERT DALSTRA | GRAPHIC DESIGNER ESTELLE VANDUYNSLAGER, OLIVIA MAISIN, SARAH WOUTERS, AN GIELENS, HENDRIK EVERAERTS | STRATEGY BERT DENIS, GUNTHER VAN LANY
DESIGN
BW DEF.indd 32
23/08/17 17:27
CREATIVE BELGIUM AWARDS 2017
Design rebranding NMBS Branding . Commercial public services
PAGE 33
In 2016 we decided to give a new face to the NMBS brand. We wanted to bring it closer to its travellers, make it less corporate and more authentic, but most of all be more positive, simple and friendly. We first simplified the brand name; we installed a new baseline; and we added colour. And since not all travellers are alike and no message is the same, we opted for a variety of imagery.
BRAND/PRODUCT NMBS | CAMPAIGN TITLE DESIGN REBRANDING NMBS | AGENCY FAMOUSGREY | ACCOUNT NAÏKÉ VANHULLE, ANNICK DANCKERS | ADVERTISER/CLIENT JEAN-PIERRE HAVELANGE | CREATIVE DIRECTOR KATRIEN BOTTEZ | DESK TOP PUBLISHER FRANCO SCARAMUZZA, EMILIE BOUDART | GRAPHIC DESIGNER FRED LATEUR, LOTTE NEIRYNCK | STRATEGY ELISABETH ROELANDT
DESIGN
BW DEF.indd 33
23/08/17 17:27
CREATIVE BELGIUM AWARDS 2017
White Cinema Branding Branding . Travel, transport & tourism, entertainment & leisure
PAGE 34
White Cinema is not owned by a traditional cinema operator, but by an independent distribution company. We defined the brand strategy, name and baseline, developed White’s very own voice, designed and rolled out a unique visual identity, signage system, launch campaign and motion reel.
BRAND/PRODUCT BELGA FILMS | CAMPAIGN TITLE WHITE CINEMA BRANDING | AGENCY BBDO BELGIUM | ACCOUNT DANIEL SCHOTS, SANAH WALRAVENS-HJIYER, MAARTEN VAN DE VONDEL | ADVERTISER/CLIENT ANNY SCHMIT | AGENCY PRODUCER NICOLAS VAN POECK | ART DIRECTOR ERIC LEURQUIN | CREATIVE DIRECTOR ARNAUD PITZ | DESK TOP PUBLISHER DAVID VANDERBIST | DESIGN DIRECTOR ERIC LEURQUIN | EDITOR BEN BILLEN | GRAPHIC DESIGNER NADIA TWEEPENNINCKX, JORRIT MICHIELS | SOUND SONICVILLE
DESIGN
BW DEF.indd 34
23/08/17 17:27
CREATIVE BELGIUM AWARDS 2017
Sprout to be Brussels Branding . Public health & safety, public awareness, fundraising
PAGE 35
This is a story of how a small sprout brought comfort, and made the city of Brussels feel proud once more. Its small design suddenly became the symbol that made Brussels proud again. The little symbol of resilience just grew and grew – sprouting all over Brussels. Sprout became Pride. Sprout became cultural.
BRAND/PRODUCT STBB | CAMPAIGN TITLE SPROUT TO BE BRUSSELS | AGENCY TBWA | ACCOUNT GEERT POTARGENT, PAULINE KINET, EMILIE KINO | ADVERTISER/CLIENT CATHERINE TRICOT | ANIMATION VINCENT DE BOECK | ART BUYER ELLY LAUREYS | ART DIRECTOR MICHAEL MICHIELS | COPYWRITER ERIC MAERSCHALCK | CREATIVE DEREK BROUWERS, JEROEN GOVAERT, VEERLE BLYKERS, MAXIME ANDRIEN | CREATIVE DIRECTOR GERT PAUWELS, JAN MACKEN, HENDRIK EVERAERTS | CREATIVE TECHNOLOGIST CHRISTOPHE CHANTRAINE, AUDREY DHAMEN | DEVELOPER WANNES VERMEULEN | DIGITAL STRATEGY RINDERT DALSTRA, CHRISTOPHE CHANTRAINE, AUDREY DHAMEN | DIGITAL TEAM STIJN MERTENS, STIJN DUPAS, TINE ANTHOON | DIRECTOR OF PHOTOGRAPHY FERDINAND CHOFFRAY, JON VERHOEFT | GRAPHIC DESIGNER HENDRIK EVERAERTS, VINCENT DE BOECK, JANA KEPPENS | PR MANAGER LAURE MILQUET, AURÉLIE COECKELBERGS | STRATEGY AURELIE RUSSANOWSKI | UX DESIGNER FREDERIK SEVERIJNS | WEB DESIGNER YANNICK VAN DER GOOTEN
DESIGN
BW DEF.indd 35
23/08/17 17:28
CREATIVE BELGIUM AWARDS 2017
Micro Brewery - Tête Chargée Product & Packaging Design . Alcoholic & non-alcoholic drinks
PAGE 36
Overall identity of a micro-brewery, and his family of 4 beers. « Tête chargée » is an haitian expression, each beer has its own visual identity card based on a stylized traditional vévé vaudou.
BRAND/PRODUCT TÊTE CHARGÉE BREWERY | CAMPAIGN TITLE MICRO BREWERY - TÊTE CHARGÉE | AGENCY OILINWATER | ADVERTISER/CLIENT FLEUR CAMERMAN | CREATIVE DIRECTOR MATTHIEU GORISSEN | GRAPHIC DESIGNER LOLA TONNEAU, ANTOINE PILETTE, JEANNE CONSTANTIN, MARTIN BOTTE
DESIGN
BW DEF.indd 36
23/08/17 17:28
CREATIVE BELGIUM AWARDS 2017
Nespresso Coffee Expertise Digital Design & Mobile Graphic Design . Alcoholic & non-alcoholic drinks
PAGE 37
We wanted to share the abundance of expertise and hard work that go into a Nespresso blend by turning coffee expertise into experience, diving deep into 5 iconic Grand Crus in Facebook’s new immersive format: Facebook Canvas. All 5 canvases were designed in segments, making it possible to deconstruct the content and retarget consumers with the rest of the story if they left the canvas.
BRAND/PRODUCT NESPRESSO | CAMPAIGN TITLE NESPRESSO COFFEE EXPERTISE | AGENCY SOCIAL.LAB | PRODUCTION COMPANY S_OFT STUDIO, JVG MADRID, BANDIZ STUDIO | ACCOUNT MICHAELA TERRY, JESSICA NGUYEN-PHUONG, REBECCA AMYES | AGENCY PRODUCER AURORA MONTES | ANIMATION JVG MADRID | ART DIRECTOR TROELS POP | COPYWRITER MAJKEN GRAM | CREATIVE MAJKEN GRAM, TROELS POP | CREATIVE DIRECTOR KIM GENKINGER, MAURO RODRIGUEZ | DIGITAL STRATEGY LAUREN BONIFACE | DIRECTOR S_OFT STUDIO | MEDIA PLANNING LAUREN BONIFACE | POST PRODUCTION AURORA MONTES | PRODUCTION COMPANY PRODUCER AURORA MONTES | SOUND BANDIZ STUDIO | STRATEGY ANNA SOUTHERN, JAKUB HODBOD, JULIE FREDERICKX
DESIGN
BW DEF.indd 37
23/08/17 17:28