Film advertisement created by BBDO, Belgium for Cecemel, within the category: Non-Alcoholic Drinks.

Digital advertisement created by Publicis, Belgium for Reporters Without Borders, within the category: Public Interest, NGO.

Film advertisement created by Happiness, Belgium for Record Bank, within the category: Finance.

Watch the boy side of the story too. Film advertisement created by Publicis, Belgium for Mobistar, within the category: Electronics, Technology.

Direct advertisement created by 10 Advertising, Belgium for 10 Advertising, within the category: Agency Self-Promo.

Digital advertisement created by Duval Guillaume, Belgium for Scrabble, within the category: Gaming.

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.

Digital advertisement created by Eric & Gilles, Belgium for Belgium National Lottery, within the category: Gaming.

It's an installation that travels from train stations, to malls and to festivals during the summer of 2015. It drips constantly. In every drop there is a coupon and if you are really lucky you can win a year of free Tropicana. Ambient advertisement created by Friendship, Belgium for Tropicana, within the category: Non-Alcoholic Drinks.

Film advertisement created by Happiness Brussels, Belgium for OVK, within the category: Public Interest, NGO.

Film advertisement created by BBDO, Belgium for Douwe Egberts, within the category: Non-Alcoholic Drinks.

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

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.

Volvo and its Belgian agency FamousGrey launched a stylish alternative to the ugly safety jacket, fusing both luxury and safety in one stylish package. Both parties called on the Belgian bespoke tailor Aravinda Rodenburg (one of the last four Belgian tailors!) to got the job done! The result? A top-of-the-range safety jacket, the only one of its kind in the world. Completely made-to-measure. With this idea, FamousGrey not only executed a classic advertising campaign for the Volvo S90 but also helped Volvo perfect their product. Direct advertisement created by Grey, Belgium for Volvo, within the category: Automotive.

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

Ambient advertisement created by Serviceplan, Belgium for Frisk, within the category: Confectionery, Snacks.

Digital advertisement created by BBDO, Belgium for Brussels Airlines, within the category: Transport.

The Bundesliga is on winter break and football is on hold. At this time of the year the winter transfer window is open. Football players all over the world change clubs and go where the money goes. But what happens if two talent agents make die-hard Bundesliga fans an indecent proposal? We have put three of them to the Loyalty Test. Can money buy their loyalty? Is €200K? Or even a car? Or are true fans simply not for sale? The outcome of this rather experiment proves that football is more than just a sport, it’s a way of life. Film advertisement created by Duval Guillaume, Belgium for Bundesliga, within the category: Sports.

Digital advertisement created by Famous, Belgium for WWF, within the category: Public Interest, NGO.

Film advertisement created by Duval Guillaume, Belgium for De Lijn, within the category: Transport.