The renewed management of Belfius made their ambition very clear to us: “Belfius needs to become a true customer centric bank.”
A bold statement for a bank – but too often not much more than that: a signoff on a poster, a voice-over in a TV-commercial.

So we put Belfius to our very own stress-test. We challenged them to put their money where their mouth was: if they were for real about client satisfaction, we would commit exactly that to their customers. So we would not advertise a slogan, we would commit to a tangible, measurable promise. A commitment Belfius can be held accountable for:

“We give a 100% for 95% satisfied clients”

And that’s exactly what we communicated: a courageous commitment, stronger than advertising. To make sure that no Belgian missed our message, we rolled out a full-blown teasing and reveal campaign on a variety of media: outdoor, print, banners, 60″ TV ad, billboards, mobile ads and all of our owned and earned media.

In Print

60″ TV ad



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Leading international luggage brand, Samsonite® today unveiled the latest installment in their ‘Samsonite VERSUS the World’ campaign. ‘VERSUS’ is a creative campaign devised by Saatchi & Saatchi Brussels to showcase the latest innovations in travel design and technology that set Samsonite apart from the competition. Brought to life via a series of tongue-in-cheek videos devised by the creative agency, the campaign will run online and throughout sales materials from 11th August, 2014.

The ‘VERSUS’ campaign is a daring move by Saatchi & Saatchi Brussels to introduce the many features of the Samsonite range by subjecting each product to rigorous, real-life testing. Following on from the success of Saatchi’s earlier films, such as Samsonite VERSUS Chicken, five new products are put through their paces in a series of unexpected endurance trials in the Samsonite Quality Lab. Discover these five brand new videos on youtube


Account Director: Jonathan Moerkens
Creative Director: Alexander Cha’ban
Art Director: Arnold Hovaert
Copywriter: Damien Veys
Production company: Denzzo
Director production: Lars Damoiseaux
Producer production: Jeroen Berx, Bea Catteeuw

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It’s been discovered that Belgians sort and recycle more than almost any other European nation. We sort and responsibly dispose of household packaging waste like no one else, reducing our CO2 emissions by at least 670,000 tonnes each year.

Inspired by this proud accomplishment, while knowing there is an extra mile still to travel, Saatchi & Saatchi Brussels teamed up with Fost Plus, the organisation leading the way in the sorting, and recycling of household packaging waste in Belgium. The result of this pairing is a national awareness campaign designed to motivate Belgians to build on their sorting and recycling habits outside the home.

“As a country, we are making great progress sorting and recycling in the home, but there is more we can and must do to protect our environment”, said Johan Goossens, Director of Business and Marketing, Fost Plus. “We asked Saatchi & Saatchi Brussels to help us inspire the men, women and children across our country to continue their habits outside the home. We’re doing a great job, but it doesn’t stop at our front door.”

“Our campaign has a very clear message”, said Alexander Cha’ban, Creative Director, Saatchi & Saatchi Brussels. “Sorting and recycling begins at home, but it can’t stop there. We need both a change in behavior and a change in mindset, so we designed a campaign that shows the many ways we can all build sorting and recycling into our busy lives. From the office to the gym, picking the kids up from school, hanging out at that weekend party and everywhere in between.”

The campaign comprises videos that can be seen across national TV and radio and a nationwide billboarding campaign that kicked off on the 25th, February.

Together > Good sorting  > Better recycling

Discover the campaign here:



Making of (NL)

Making of (FR)

Campaign visuals:

Campaign visuals

Campaign visuals

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