BELGIUM: “WE’RE LOUSY AT FOOTBALL THESE DAYS, SO WE BEAT OUR NEIGHBOURS WITH SOMETHING ELSE”

I can’t take any credit for this, but Belgium picked up 13 awards at the Cannes Lions this year. That’s one more than Holland and (gulp) three more than France! So the Creative Club of Belgium launched a cheeky campaign to point this fact out to European advertisers under the title, “We’re lousy at football these days, so we beat our neighbours with something else”. Em, who says long headlines don’t work? (To be frank, I might have condensed it to “Belgium 13: neighbours less”).

I quote: “So how did we manage it? It’s simple. Constraints make us creative. Being
a 10 million people federal state with three languages, we deal with smaller
budgets, tougher clients and delicate cross-cultural issues.”

I can vouch for that! Click over to the Creative Club for more.