Digital advertisement created by BBDO, Belgium for BBDO, within the category: Agency Self-Promo.

Film advertisement created by Mortierbrigade, Belgium for Pink Ribbon, within the category: Public Interest, NGO.

Digital advertisement created by Bowling, Belgium for Jaegher, within the category: Recreation, Leisure.

Ambient advertisement created by 10 Advertising, Belgium for Kyalin, within the category: Professional Services.

IKEA’s mission is to get Belgians to fully enjoy their homes, their time and their lives. The living room plays an essential role in this. The new IKEA TV spot shows a couple of older figure skaters once again enjoying ‘skating’ and reliving their passion. They do this by first moving the chairs, sofas and tables aside to create space and then slide around on their socks. This romantic scene takes them back to their glory days. The living room is totally transformed into a real ballroom and easily becomes the ideal setting to express their emotions and have fun. Film advertisement created by DDB, Belgium for IKEA, within the category: House, Garden.

We all need some me-time. And we all deserve to spend that me-time the way we want. Whether that’s reading a book, watching TV, going for a run or playing a mobile game. Fact is, however, when playing a mobile game while grabbing some me-time, people tend to feel a bit guilty. FCB Happiness and Slotomania wanted to counter that feeling by giving a reason to play, any minute of the day. whyitsokaytoplay.com – a real-time video clock that runs perfectly in sync with your local time and shows you a different video for every single minute of the day. Each 60 seconds unveils a unique video, with a script based on surprising data found about that specific moment in the day, turning each minute into a unique insight and an original reason to play. Those 1,440 facts were turned into 1,440 pieces of content – one for each minute of the day. Digital advertisement created by FCB, Belgium for Slotomania, within the category: Gaming.

“In the future, everyone will be world-famous for 15 minutes”, said Andy Warhol. He was right. Culture Club, a new art show on Belgian tv-channel Canvas, lets you experience what it is like to be on the wall in one of Europe’s most prestigious contemporary art museums: the S.M.A.K. in Ghent. Post an Instagram picture with hashtag #cultureclubinsmak and see it appear live in the S.M.A.K. amongst big names such as Luc Tuymans, Allen Jones, Michael Borremans, Anselm Kiefer, Andy Warhol, Francis Bacon and Marina Abramovic. Instagram now and see your work live at www.cultureclubinsmak.be (be sure your Instagram profile is set to public!) Digital advertisement created by Mortierbrigade, Belgium for Canvas Tv, within the category: Media.

Film advertisement created by 10 Advertising, Belgium for Oscare, within the category: Public Interest, NGO.

Raging banners. The first real-time, voice-activated banners that people that our watching gamers stream their game online, will only see when those gamers start raging about their slow internet. Their rage even being transcribed in the animated banner. Digital advertisement created by Happiness Brussels, Belgium for VOO Telecom, within the category: Electronics, Technology.

Digital advertisement created by Saatchi & Saatchi, Belgium for Samsonite, within the category: Personal Accessories.

Special Olympics is an organization that provides sports training and competition for people with intellectual disabilities. They strongly believe in social inclusion through unified sports. To accomplish this, Special Olympics receives funds by private partners. They don’t get any governmental support and don’t work with membership fees. That’s why it’s crucial for them to get new partners and funds. This year Special Olympics decided to attract new sponsors through a direct B2B-campaign. The main objective? Finding new leads and get potential sponsors to commit to a long-term partnership. How do you convince companies to sponsor athletes with an intellectual disability instead of the big sports heroes? By turning the roles upside down: we didn’t just show what they could do for us, but what our special athletes could do for them. And showing them as a good investment. Because they work just as hard as the other athletes and are just as capable of playing the lead in a commercial or a print ad. So, we created ‘#daretosponsor’, in which we dared companies to sponsor a special athlete instead of a famous sports hero. The idea? Copying existing sponsorship campaigns. For example: we put their picture on a can, like our Belgium Red Devils on a can of Coca Cola. We made them shave as if for a Gillette commercial. And put their face on a billboard holding a product. The idea was translated in a fully integrated approach. First of all, we’ve launched an online film, daring our primary prospects to sponsor. On the same day, we placed a billboard in front of P&G’s headquarters (Gillette), featuring a special athlete shaving himself. Moreover, we’ve also sent e-mails and a follow up direct mail containing a can featuring a special athlete. We bought online banners on marketing websites and Instagram ads, and pushed our content on LinkedIn, challenging brands to #daretosponsor. Influencer athletes supported the campaign on social media, encouraging companies to accept the challenge. Multiple companies were charmed by the challenges, some even responding on social with a video featuring the CEO who accepted the challenge. After each new sponsor, a new campaign boost followed, highlighting the result of that brand’s new campaign. Film advertisement created by LDV United, Belgium for Special Olympics, within the category: Public Interest, NGO.

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.

A question you could ask yourself is “What will I say the moment before I die?”. A creative person could imagine a crazy and colourful ending, while others imagine a more romantic ending in the arms of their lover. Nobody imagines it being an accident caused by texting and driving. Sadly, incidents on the road caused by smartphone usage skyrocketed the last few years. This painfully real outlook which the AWSR (Road Safety Agency in Wallonia, Belgium) catches users off guard and forces them to realize that texting and driving can have dire consequences. Film advertisement created by 20Something, Belgium for Road Safety Agency, within the category: Public Interest, NGO.

Digital advertisement created by Saatchi & Saatchi, Belgium for Samsonite, within the category: Personal Accessories.

Film advertisement created by Duval Guillaume, Belgium for Center Parcs, within the category: Retail Services.

Axe is known for its innovation and creativity within online and televised advertising, two media extremely powerful on the target, but above all two very complementary media. Even though many advertisers have connected these two dots, not much has been realized so far in this area. For the first time, the penetration of mobile internet on the younger male target in Belgium reaches relevant numbers. Shazam is the application they use and like the most. Idea: Using mobile as the connector between those two powerful media. Using Shazam injecting excitement and extra coolness into the campaign. A first in Europe. Digital advertisement created by Mindshare, Belgium for Axe, within the category: Health.

GAIA turns 25 this year. Through all these years, full of passion and fighting spirit, they have steadfastly stood up for animal rights and welfare in countless ways. And that hasn’t changed, but now it’s being expressed in a different way: with more emotion. Film advertisement created by Flexus, Belgium for GAIA, within the category: Public Interest, NGO.

Direct advertisement created by DDB, Belgium for Flemish Alzheimer League, within the category: Public Interest, NGO.

Ambient advertisement created by TBWA, Belgium for PlayStation, within the category: Gaming.