bmi is one of the biggest British airlines for business travel in the UK, but rather unknown in Belgium.  To advertise their international business flights to remote destinations we created an ad campaign in Trends/Tendances (a business magazine).  We spoofed the Dutch and French cover of Trends on the backcover and changed all the text to Russian: “Fly bmi: International business has never been so nearby”.  Inside the magazine there was an extra ad with further information about bmi’s internationl flights.

Business travellers are our main target audience, so at Brussels Airport we flipped the magazines in the various shops, so the spoofed cover would be clearly visible on the newsstand.

Toy store DreamLand wanted to advertise their expertise in gaming. But the thing is: for parents, gaming has a bad reputation. Being a family store, DreamLand couldn’t afford to be associated with anti-social geek behaviour and high school shoot-outs. So we didn’t make a traditional advertising campaign. Instead, we created The DreamLand Academy for Parents.

An institute with a mission:

To teach parents everything they need to know about gaming. To inform them about a phenomenon they don’t really know. To show them that blasting your kids with a supersonic death ray can be at least as much fun as playing Monopoly.

The DreamLand Academy For Parents got a massive amount of press coverage in both local and national media. Various newspapers wrote about it (De Standaard, Het Laatste Nieuws, De Morgen, Het Nieuwsblad, Het Belang Van Limburg, …), it got air time on the radio (Studio Brussel >> Listen tot the Coverage Studio Brussel.mp3, 4FM, …) and got mentioned in various other online and offline publications (Clickx, Klasse, …).

Every year 12 000 Malinese children are sold als child slaves to work on cacao plantations.  Buy Fair Trade chocolate and sign the online petition for pure chocolate, free from slavery.  www.stopthetraffik.org

Eternit manufactures roof tiles and the new Boronda tile has an extra smooth surface, so moss and other undesirable elements can’t get a grip on it.  The white pigeon print was nominated at Eurobest and Epica in 2005.

Top topical print for Belgian abbey beer Maredsous for All Saints.

“Boronda roof tiles: so smooth nothing can get a grip on it.”