Eurobest 2022

The World Cup was a disappointment, but that doesn’t mean Belgium has forgotten how to win. Exhibit A: the glorious results at Eurobest. For the second time in a row, our advertising scene won two Grand Prix at the European high mass of advertising. FamousGrey did so with ‘Volvo Street Configurator’ in the category creative commerce. ‘Reduce the ride’ by Happiness Brussels was top dog in creative strategy. In total: 2 GP, 3 Gold, 5 Silver, 5 Bronze. Further evidence that our small country has serious cojones and innovative ideas highlighting the big challenges for the even bigger brands. Perhaps our advertising scene is the true golden generation.

“This idea changes the way we buy cars”. This quote from an Italian car magazine sums up perfectly what I like so much about this idea, it’s not only a creative idea but also a business idea. And even a technological idea, because it took a lot of testing and machine learning to get all the models, rims and colours right. Because in real life, reflections or dirt doesn’t always make it easy to recognize the colour. The idea goes way beyond advertising and disrupts a traditional market by bridging the gap between offline and online sales. Moreover, this was done for one of the biggest car brands (Volvo) during one of the commercially most important moments in the year (The Brussels Motorshow). So, it might be a brave idea, but surely took a brave client to make it. - Peter Ampe, Creative Director at FamousGrey

The ‘Reduce the ride’ initiative for HUSK (a new service by D’ieteren) shows a lot of things at the same time. It shows how a business challenge can be solved with the right creative strategy - moving the government by moving the public - and a lot of guts and commitment. It shows how ‘a creative strategy and strategic creative’ truly is the most efficient economical multiplier. And ultimately, it shows how as business you can do well – land recurrent and steady government income - by doing good – solve Belgium’s most shameful mobility problem. And all of this on a very limited start-up budget. - Geoffrey Hantson, Creative Director at Happiness Brussels