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Creative Belgium Awards the book 2019

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D/2019/45/285 – ISBN 978 94 014 6180 1 – NUR 802, 803 Book design: Mirror Mirror | www.mirrormirror.be DTP: Keppie & Keppie | www.keppie-keppie.be © CREATIVE BELGIUM & Lannoo Publishers nv, Tielt, 2019. 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 Vaartkom 41 box 01.02 P.O. box 23202 3000 Leuven 1100 DS Amsterdam Belgium Netherlands www.lannoocampus.com

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Creative Belgium Awards the book 2019

The best of Belgium's creative work in advertising, design and digital communication.

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board PRESIDENT JENS MORTIER

ADMINISTRATORS GUIDO GOFFEAU JEREMIE GOLDWASSER GEOFFREY HANTSON RAOUL MARIS MANUEL OSTYN ANTOINETTE RIBAS ODIN SAILLÃ‰ NIELS SCHREYERS

daily management MANAGING DIRECTOR ISABEL VAN DEN BROECK

COMMUNITY & PROJECT MANAGER LIESL DEJONGHE

PROJECT MANAGER MARIE-SOFIE GYSELEN

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foreword Now what? In 2018, we celebrated 35 years of advertising legacy and creative excellence in Belgium. That same year, we rounded off a three-year effort of reinvention and revitalisation of our own organisation. After looking back on 35 fascinating years, we are ready to look forward, to jointly shape whatâ€™s still to come and to welcome the future for ourselves, for our creative industries and for you, our most valuable human capital! Creative Belgium is not only more than ready to dive into this future landscape head-on. We are also going to create it. Together, we will envision the face of our creative industries for decades to come. Together, we will celebrate and award the architects of this bright and exciting future: The creatives. The people. You. The Creative Belgium Awards exist to recognise, reward and promote the best creative work of brand communication in Belgium, as judging creativity means celebrating the talents of today and shaping the future. On 24 May 2019, Creative Belgium honored the best Belgian work in advertising, design and digital of the year 2018. All winners and shortlisters are published in this annual. Congratulations to all. I do hope this book will inspire and stimulate brands, our creative industry and the next generation to keep on working towards a better future. Because the future is now, and guess what? Youâ€™d better not miss it. ISABEL VAN DEN BROECK MANAGING DIRECTOR

#CBA19

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content

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jury 08 brand experience & activation 22 creative data 36 design 44 digital 58 direct 76 film 88 innovative 110 integrated 116 media 128 new talent 150 outdoor 154 pr 170 press 182 radio & audio 190 members 210 index 218 the award show 234 BW.indd 7

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brand experience & activation

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e n The definition of Brand Experience & Activation for the purpose of the Creative Belgium Awards celebrates creative brand building and brand experiences through use of immersive and immediate activations, experience design and/or retail engagement for the sales of a product, a service or a business. Winners demonstrate how the optimization of the chosen touchpoints enriched the customer experience of the brand or promotion and led to increased brand awareness and measurable results.

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CREATIVE BELGIUM AWARDS 2019

GOLD REWRITE YOUR WRONGS . De Standaard . mortierbrigade Copywriting Brand Experience & Activation

BLINDMETERS . OVK/PEVR (Parents of Road Victims) . Happiness Brussels Integrated Campaign

SILVER AUDI E-XPERIENCE . Audi . Prophets Use of Brand Experience & Activation Campaigns

BRONZE DARE TO SPONSOR . Special Olympics Belgium . LDV United PAGE 24

Integrated Campaign

RECRUITING CAR . Volvo . FamousGrey Use of Brand Experience & Activation Campaigns

STRAFFE KOST . Lidl . BBDO Belgium Use of Brand Experience & Activation Campaigns

THE VEGETABLE NAME CHANGE . Delhaize . TWBA Integrated Campaign

BRAND EXPERIENCE & ACTIVATION

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CREATIVE BELGIUM AWARDS 2019

SHORTLIST FLAN CHALLENGE . Lidl . BBDO Belgium Use of Brand Experience & Activation Campaigns

#WORKFORALS . ALS Liga België . Publicis Use of Brand Experience & Activation Campaigns

THE UNCHANGERS . McDonald’s . TWBA Integrated Campaign

666 – A HOTLINE TO HELL . Telenet . Wunderman Thompson Use of Brand Experience & Activation Campaigns

FAQ THE ELECTIONS . De Morgen . Boondoggle

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Integrated Campaign

See all winners on www.creativebelgium.be

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BRAND EXPERIENCE & ACTIVATION

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CREATIVE BELGIUM AWARDS 2019

Rewrite Your Wrongs GOLD Copywriting Brand Experience & Activation . Publications & media

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De Standaard wanted to reinforce its image as Belgium’s best source for truthful news. In this campaign we started by accepting that “the truth” is an abstract concept, which changes in time when new facts and insights emerge. In order to show their dedication to uncovering the truth, De Standaard started by questioning their own truths from the past, and showing “mistakes” that led to new insights. Digging through the newspaper’s archives of the past 100 years, we found their “wrongs” from the past and rewrote them with the new insights De Standaard has on those topics today.

BRAND EXPERIENCE & ACTIVATION

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CREATIVE BELGIUM AWARDS 2019

BlindMeters GOLD Integrated Campaign . Public health & safety, public awareness, fundraising

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BlindMeters.com is a first of its kind platform giving you concrete insight in exactly how many meters you miss when texting and driving. BlindMeters.com is geo-located and turns Google Maps into a text editor, allowing you to type on any road. A custom-made font connects to the speed limitation data of the specific road you’re typing on and stretches to the exact number of meters you miss when texting and driving. The strategy was simple: intrigue and incite to go to the platform via broad media – TV and Cinema – and press coverage. And create direct traffic to BlindMeters.com via a digital connectivity plan and the power of social media.

BRAND EXPERIENCE & ACTIVATION

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CREATIVE BELGIUM AWARDS 2019

Audi E-xperience SILVER Use of Brand Experience & Activation Campaigns . Cars, other vehicles, auto products & services

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Electric mobility is hot. And because it is the future, it is a key lever for brand value in the automotive industry. Although all premium brands claim the best solution, the customer still has a lot of practical questions. Hence the challenge: how can an automotive premium brand like Audi offer true value to a prospect or customer when it comes to electric mobility? Well, by offering everyone the opportunity to find out if electric mobility is a valid answer to his or her mobility needs. While still driving their normal car. We proudly present you the Audi E-xperience application.

BRAND EXPERIENCE & ACTIVATION

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CREATIVE BELGIUM AWARDS 2019

Dare To Sponsor BRONZE Integrated Campaign . Public health & safety, public awareness, fundraising

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Special Olympics needed more sponsors. And while B2B campaigns happen under the radar, this one incorporated the enthusiasm of sport fans. We dared companies in public to not only sponsor famous sports heroes, but also athletes with an intellectual disability. We created a fully integrated campaign, targeting major brands through personalised direct mails, a billboard in front of their own headquarters, a touching online movie and the support of Belgian top athletes on social media. It resulted in partnerships with 12 major brands, such as Coca Cola (Aquarius), Procter&Gamble and BNP Paribas Fortis.

BRAND EXPERIENCE & ACTIVATION

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CREATIVE BELGIUM AWARDS 2019

Recruiting Car BRONZE Use of Brand Experience & Activation Campaigns . Cars, other vehicles, auto products & services

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We refitted a Volvo S90 as the “HR90,” equipping it with artificial intelligence that allows it to interview prospective technicians. The car has ”recruited” at the Brussels Motor Show and then continued with a tour of job expos, schools and Volvo dealerships in search of new hires. Volvo asked candidates to submit their job application on a website to be considered for an interview. The car quizzes them via image recognition, mapping and analysis of pre-set parameters, analysing the candidates’ facial expressions and word use in order to assess their knowledge, motivation and social skills.

BRAND EXPERIENCE & ACTIVATION

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CREATIVE BELGIUM AWARDS 2019

Straffe Kost BRONZE Use of Brand Experience & Activation Campaigns . Retail stores, restaurants & fast food

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Lidl’s mission in 2018 was to help every Belgian get the best out of him- or herself with all the benefits of eating fresh food. So to support students during the exams in Gent, Lidl opened a pop-up student restaurant that served brainfood. The restaurant was open 24/7 for a month, so Lidl was even there for students when they pulled an all-nighter. Opening the restaurant already created loads of free publicity. This, together with ads on Facebook, Instagram and Spotify, resulted in more than 12.000 students enjoying the healthy and fresh products of Lidl.

BRAND EXPERIENCE & ACTIVATION

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CREATIVE BELGIUM AWARDS 2019

The Vegetable Name Change BRONZE Integrated Campaign . Retail stores, restaurants & fast food

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Everybody knows veggies are good for you and everybody knows we should eat more of them. So no need to be educational, it wouldnâ€™t work anyway. Veggies suffer from an image problem. Making kids eat veggies is not easy: young parents know it, older parents remember it for the rest of their lives. That was the starting point. We use the power of enthusiasm: by introducing fairytale-like, magical names, kids get their phantasy going, they become enthusiastic and forget they are eating veggies. Enthusiasm and phantasy as a simple, likeable way to help parents to feed their kids veggies.

BRAND EXPERIENCE & ACTIVATION

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CREATIVE BELGIUM AWARDS 2019

Flan Challenge SHORTLIST Use of Brand Experience & Activation Campaigns . Retail stores, restaurants & fast food

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While the ‘Flan challenge’ of Maxim Pans in Belgium’s Got Talent was in the process of going viral, Lidl cleverly and swiftly launched a promotion in response to the internet hype.

BRAND EXPERIENCE & ACTIVATION

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CREATIVE BELGIUM AWARDS 2019

#WorkForALS SHORTLIST Use of Brand Experience & Activation Campaigns . Public health & safety, public awareness, fundraising When no one will work for a cure for your rare, unprofitable disease you work for it yourself. Not easy when your organs are failing you one by one. That’s why ALS patients asked CEO’s for a job and Belgian employees to join them in working to find a cure. Successfully using the right mix of media in order for ALS patients to be everywhere during world ALS week as job applicants. Even the national lottery was taken over by an ALS patient asking for change. Both ALS patients and Belgian employees worked so there’s hope for ALS patients again.

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The Unchangers SHORTLIST Integrated Campaign . Retail stores, restaurants & fast food

We live in times where everything changes at the speed of light, and everyone tries to keep up with every fad. Choosing not to change is quite a statement. And that’s what the Unchangers do. They just like it how it is. The Big Mac, with its 50-yearold recipe, is definitely one of them.

BRAND EXPERIENCE & ACTIVATION

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