- 23/06/2026
Hide & Seek
Rather than lecturing teenagers about screen time, AKQA Brussels built a game they could only enter through the platforms they were already addicted to. The irony was the point.
‘Digital Hide & Seek’ was launched entirely through the creators Flemish teenagers follow, on TikTok, Instagram, Snapchat and YouTube. The challenge was simple: go offline for four hours. No download, no barrier. Just a dare, delivered through the exact feeds driving the problem.
The result works on two levels. On the surface, it’s a social campaign. Look closer, and it’s a challenge that used social media to make social media irrelevant for an afternoon. The platforms that demand attention became the tools to give it up.
- Creative Belgium Awards 2026
- Gold, Digital
- Gold, Direct
- Gold, Media
- Silver, Digital
- Silver, Media
- Bronze, Corporate Purpose
- Bronze, Culture & Social Behaviour
- Agency: AKQA Brussels
- Client: Proximus
- ACCOUNT: Naomi Reynaerts, Aurélie Thollebeek, Audrey Semal
- ADVERTISER: Sophie De Nys
- AGENCY PRODUCER: Olivia Naudts, Marie Libouton, Ruben Goots, Jason Felstead, Mathias Kerner, Janne Aerts
- ART DIRECTOR: Stan Maertens
- COLOR GRADING: Ahmed Gendy
- CREATIVE: John Benois, Kenn Van Lijsebeth, Lilith Kempynck
- CREATIVE DIRECTOR: Peter Ampe
- DOP: Virgil Leclercq
- DIRECTOR: Nitram
- EDITOR: Robin De Praetere
- PHOTOGRAPHY: Virgil Leclercq
- POST PRODUCTION: Frames, Basile van der Straten
- PRODUCTION COMPANY: HAMLET Brussels
- PRODUCTION COMPANY PRODUCER: Ruben Goots, Jason Felstead, Mathias Kerner, Janne Aerts, Basile van der Straten
- RETOUCHER: Robin De Praetere
- SOUND DESIGN: Matteo De Marinis
