Cannes Contenders: Belgium

Bpost - The Remco Reflex

Belgium is crazy about cycling. Like, really crazy. Cyclists like Remco and Wout (yep, no need for the last names Evenepoel and Van Aert) are treated like gods. So imagine the reaction when a Bpost postman accidentally swung a van door open into Remco on the public road. He broke several bones and was out for months, wrecking his training schedule for upcoming season.

Now, Bpost could have just written an open letter or created an apology ad to say sorry. But they did something way smarter, with Remco. Together, they launched an awareness campaign for distracted drivers. And now? Just watch the case :)

VISIT Flanders - Ride The Flemish Classics, Eat The Flemish Classics 

Proof that we're truly obsessed with cycling? Here's another cycling campaign. This one hits close to home, literally. It’s a campaign from our team. Hopefully you'll forgive the plug, but it captures so much of what makes Belgian creativity tick, we had to include it.

To promote Flanders as a cycling destination, we created a campaign and a product that brings together two things we’re proud of: our cycling culture and our culinary heritage. The result? A cycling energy gel… with beef stew flavour. No fruity nonsense, just a full hit of Flemish beef stew in a gel pack. Because who needs berries when you can squeeze out the taste of Flanders?

takeaway.com - Caf’eats

More and more people are ordering cheap food to eat alone at home. At the same time, loneliness is rising, and bars are closing because people aren’t going out to eat. Fewer bars means fewer places to connect. Which, you guessed it, makes people even lonelier.

Yes, it’s a vicious circle. But what if one simple idea could break it? That’s where Caf’eats comes in: bars opening their doors to delivery food. So instead of heading home, people stick around, eat together, stay longer, connect more. All made possible by one small sticker that helps both people and businesses.

Helan - If I Could Talk To My Younger Self

"If I could have talked to my younger self at my lowest point, things might have turned out very differently." I think most of us have had that thought at least once.

That’s exactly what this campaign from AKQA Brussels taps into. On Mental Health Day, health insurance fund Helan launched a powerful initiative to spread hope, and to show that it’s totally OK to talk about your darkest thoughts, just like you might talk to your younger self.

It’s a campaign that uses cutting-edge AI to deliver a deeply human message.

Lynx - The Power of Sweetness

Okay, this one’s only partly Belgian. And it’s not a case film, just a good old-fashioned commercial from CZAR Brussels. The agency MullenLowe isn’t Belgian, but the directing duo Lionel Goldstein is 100% Belgian.

In their unmistakable, globally admired style, they directed a commercial you can easily watch a hundred times and still find new details that make you laugh. The idea? As old as deodorant itself: it makes you attractive. But the execution? Totally irresistible.