Brave Little Belgium is a content platform curated by Creative Belgium.
We look at Belgium's top work from an international perspective.
'Why is it brave and typically Belgian?'

our mission statement

100 years ago, they called us brave little belgium.
Or 'these little fuckers.' We had our own ideas.
When they asked us to step in line, we peed on their shoes.
Dangerous. But brave.
That typifies us, Belgians.
So let's be proud of our brave ideas. And show them.
By gathering the best work from hellhole and beyond,
we make the rest pee their pants again.
Because the little fuckers are back.

  • 15/07/2022

The Breakaway

Pieter Claeys, Creative & Copywriter at TBWA/Chiat/Day New York, Jury President of the Creative Belgium Awards 2022: "The breakaway is a perfect example of how Belgian agencies can make a difference with brave ideas. Linking your brand with prisoners is a brave move of Decathlon. We don't realize it, but Belgium is quite progressive on that matter. Doing something with prisoners in the States is a whole different story. The idea doesn't need a fully integrated 360° campaign and a huge media spend to shine. A brave idea (set prisoners free through sports) combined with a perfect and smart execution was enough to make it travel the world. It's the kind of idea a jury member still remembers after having watched 200 case studies. An idea that generates discussion. The kind of idea that works like a shot of caffeine when you're watching an endless series of campaigns in a jury room. This campaign has 'brave little Belgium' written all over it.”

  • Cannes Lions (2022)
  • Grand Prix, PR
  • Grand Prix, Creative Strategy
  • Silver, Creative Strategy
  • Bronze, Entertainment For Sport
  • Bronze, Media
  • Bronze, Brand Experience
  • Creative Belgium Awards (2021)
  • Grand Prix, PR
  • Gold, Media
  • Gold, Corporate Purpose
  • Silver, Brand Experience
  • Silver, Digital
  • Bronze, Integrated
  • Agency: BBDO Belgium
  • Brand: Decathlon
  • Creative Director: Jan Dejonghe
  • Creative: Frederik Clarysse, Tom Jacobs
  • Copywriter: Debby De Ridder
  • Digital: Lieven Anthonise, Witten Anthonise, Wouter Has
  • DOP: Virgil Leclercq
  • Director: Sidney Van Wichelen
  • Designer: Wim Esteban De Dobbeleer, Elena Haniotakis
  • Editor: Jasper Vanhauwaert, Anton Ceuppens
  • Sound: Thomas Houthave, Mathieu Schots
  • Account: Bram De Vidts, Evelyn Savels, Alexander Neesen, Eva De Gendt
  • Client: Julie Nevejan, Michael Dhooge, Thomas Lejeune-Debarre (Decathlon), Leon Van Bon Oudenaarde (Zwift), Heather Loontjens, Pieter Van Caeneghem (Prison)
  • Agency Producer: Loes Fierens, Patricia Van De Kerckhove
  • PR: Walkie Talkie
  • Production Company: Fledge
  • Production Company Producer: Francis Bosschem