For over 50 years promo girls have been handing out samples at intersections, shopping malls and other high traffic areas, hoping consumers would buy their products. Time for a change, so Pepsi and TBWA Belgium teamed up and created The Like Machine: a vending machine that doesn’t accept money, only Facebook likes. The idea of connecting through the vending machine is simple. Just use your smartphone, go to likepepsi.com, connect with your Facebook account, like the Pepsi Facebook page and get a free Pepsi. By using the smartphone location settings, Pepsi was sure only people near the vending machine got offered a sample. People without a smartphone could tap the 42” built-in touchscreen to log in on Facebook and get a free drink as well. Once the sample was given, a timer made sure everybody was logged out. “That there are creative minds in Belgium is no secret. The Pepsi Like Machine is another good example of that,” adds Jan Verlinden, Marketing Director of PepsiCo, BeLux. Now it is possible, with a Facebook like, in real time, to get a can of Pepsi. “It’s a new way of sampling which provides us with information, so we can immediately start communicating with our target audience.” Pepsi Belgium introduced the Like Machine at the Beyoncé concerts in Antwerp. Ambient advertisement created by TBWA, Belgium for Pepsi, within the category: Non-Alcoholic Drinks.

Experiential advertisement created by Mortierbrigade, Belgium for Ghent University, within the category: Education.

Direct advertisement created by Friendship, Belgium for Looza, within the category: Non-Alcoholic Drinks.

Film advertisement created by Lielens, Belgium for Golden Palace, within the category: Recreation, Leisure.

To claim fast internet for all, VOO Telecom turns the infamous buffering wheel into a new advertising medium. Digital advertisement created by Happiness, Belgium for Voo, within the category: Electronics, Technology.

Webdesign: Denis Evlard / www.reed.be Digital advertisement created by Publicis, Belgium for Reporters Without Borders, within the category: Public Interest, NGO.

Digital advertisement created by FamousGrey, Belgium for Ketnet, within the category: Electronics, Technology.

Ambient advertisement created by Duval Guillaume, Belgium for Newspaperswork, within the category: Media.

"Chat with your Ads” created for Belgium’s largest online second hand store, is the first iMessage App that turns ads into unique, animated and clickable stickers. It converts photo images uploaded to the site by sellers of clothes, cars, boats and everything in between into clickable sticker cut-outs of the items for sale. These can then be added into user chats and shared within the iOS instant messaging app. In addition to spicing up user conversations with friends, family and potential buyers with images, the big plus of the “Chat with your Ads” app for sellers is their item sticker is interactive, hyperlinking potential buyers directly to the location of the item for sale on 2deHands.be. With one tap on the Clickable Sticker shared in the person’s chat feed the recipient can be looking at and in a position to buy the item for sale, or send it on to someone they think might be interested to buy. Digital advertisement created by Happiness, Belgium for 2deHands.be, within the category: Electronics, Technology.

Film advertisement created by Famous, Belgium for Motorrijder Magazine, within the category: Public Interest, NGO.

A cacao farmer in the South makes only 67 euro cents per day. Fairtrade Belgium wanted to raise awareness for this global injustice. So we simply asked people: “How long would you work for 67 cents?” Integrated advertisement created by BBDO, Belgium for Fairtrade, within the category: Finance.

Direct advertisement created by Y&R, Belgium for Flamigel, within the category: Pharmaceutical.

Film advertisement created by TBWA, Belgium for Telenet, within the category: Electronics, Technology.

You wouldn’t believe how huge is the amount of water needed to produce consumer goods. To warn people on that hard reality, the European Commission launched an online platform along with a viral video showing how many balloons you can fill with the 2393 litres of water required to produce a hamburger. But more importantly, what to do with these thousands of water balloons. Digital advertisement created by Ogilvy, Belgium for European Commission, within the category: Public Interest, NGO.

We know that the pandemic lockdowns have made us miss the people we already know, but have we considered that we have missed the people we don’t know? Belgium youth radio station StuBru launch ‘Missed You Stranger’ - a campaign celebrating the re-opening of the much loved and sorely missed Belgium festival scene - which recognises the hardship the ban of social interaction has caused to the StuBru listeners. Film advertisement created by Mutant, Belgium for StuBru, within the category: Media.

Air and Cap48 “invent” new advertising medium to make a statement. Film advertisement created by Air, Belgium for CAP48, within the category: Public Interest, NGO.

blindmeters.com is a radical new take to help preventing texting & driving. It turns Google maps into a text editor and allows you to type on any road. A custom-made font connects to the speed limitations of the road you are typing on and stretches to the exact number of meters you miss when texting and driving. Try it for yourself: www.blindmeters.com Digital advertisement created by Happiness, Belgium for Parents Of Road Victims, within the category: Public Interest, NGO.

AXA is Belgium's first insurance company to launch an iPhone app. Their free application helps and guides you through some basic steps when you have a car accident. This product has been launched with an innovative print ad that requires your iPhone to complete the message. Ambient advertisement created by Duval Guillaume, Belgium for AXA, within the category: Finance.

Sometimes, it’s easier to find the courage to confide over a coffee. Film advertisement created by BBDO, Belgium for Douwe Egberts, within the category: Non-Alcoholic Drinks.

Right before summer holiday, Volkswagen Belgium holds its stock sales. For consumers this is an ideal time to buy a new car: they don’t have to wait months for it since most models are immediately available. Based on that USP, DDB Brussels created a notable campaign in which, for once, a Volkswagen is faster than a Lamborghini. The campaign was rolled out across different media: out of home posters, print and magazine ads, radio commercials, online bannering and an online movie to top it all of. In the latter, a Volkswagen Polo takes on a Lamborghini in a drag race. The outcome features an unexpected winner. Integrated advertisement created by DDB, Belgium for Volkswagen, within the category: Automotive.