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.

1. BRIEFING

On the 20th and the 21st of September 2008, Volvo organized Comfort Days. During this open door weekend everyone could enjoy special promotional offers: Volvo’s Comfortable Conditions. We were asked to create a website to promote these Comfortable Conditions.

2. SOLUTION

On most campaign websites people have to view the information in the way it’s presented to them. That’s not very comfortable, so we decided not to create a standard website. We created a gateway, allowing people to decide for themselves in which format they wanted to discover Volvo’s Comfortable Conditions: Excel, Word, YouTube, Facebook, Volvo microsite, Flickr, WordPress blog or Powerpoint.

Each format showcases the Comfortable Conditions in a totally different way. Just pick the format you feel most comfortable with. To announce this website banners based on the same creative concept were put on the largest Belgian news websites and car magazine websites.

3. RESULTS

Using 8 different digital formats to give people the choice how to discover your message, is using the internet at it’s best. Furthermore, it’s a Belgian first for a car brand to advertise via Powerpoint … :-)   This campaign received 2 CCB shortlists (Media and Cyber).

Heineken sponsors various important music festivals and events in Ireland.  To promote this we wanted to bring the bands and artists to life online.  Instead of the usual promotional blurb and pics, we developed a mashup website which collected the best live content available (YouTube, Flickr, Last.fm, …) for artists and bands and combined them into a digital live experience.  During the festival we streamed live content captured by our local reporters.  Heineken always delivers the best live music experience: both at the festival and online.

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, …).

To give people an alternative to the everyday Christmas cards and promote Nokia’s N73 camera phones, we created ‘Picture Poetry’. Visitors can submit their poem or wish and it’ll be converted word by word into a visual poem, which you can send to a friend.

Check out the site

For this project we took over 7000 pictures of (mainly Dutch and French) words which can be found in the street in various Belgian cities and Paris. The site was created in Dutch & French. On top Club Nokia members could participate in a contest where the top poems were being rewarded with a Nokia N73 camera phone.

For obvious reasons we can’t reshoot all these words again in English. Anyhow, to show you how it worked we’ve entered a set of English words. Please pick one of these sentences to get the feeling of how it worked.

1. I wish you a merry christmas and a happy new year.
2. Keep the smile, leave the tear, happy new year.
3. With you my love 2007 will be heaven. Happy new year.
4. Let’s all cheer, with a drink of champagne or a cool beer.

Photo Dictionary
To show you we could basically tackle any wish in Dutch or French, we uploaded the picture database on Flickr. Please take a minute to have a look. Check it out

Awards
This campaign won a Silver RMB Cyber Award, Silver Epica award and a Webby nomination.

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.

PINK KISS: Concept created for Fanta Pink Kiss at Ogilvy with Tim Borremeans.  For Valentines Day visitors of the website could send their beloved a personalised audio kiss.  To personalise your kiss, you could adjust the volume, length and wetness of the kiss and listen what it sounds like.  Once you’ve found the ideal combination to suit your needs, you could send the audio kiss to your Valentine and include a personal message.  This campaign scored well, had a lot of hits and helped improve the position of Fanta Pink Kiss with young women (16-25).

Awards: Winner of a bronze Emmessenny in 2005.

SKWIIZZ: To promote the Fanta Skwiizz drink we gave students the chance to vent their frustrations during the exam periods.  Using our online skwiizzer they could skwiizz a picture of one of their teachers (upload) or one of the school related images available on the site (Bach, historical figures, …).  After they gave their victim of choice a facelift, the end result gets added to the gallery and they can ask their friends to vote on their creation.  The winner received a Skwiizz party.

This campaign worked like a charm and even got free publicity on the radio (Donna) and in the newspaper (De Standaard).