turning fanlove
into brandlove

At major Belgian festivals like Hangar Festival, Paradise City and Voodoo Village “Dance now - Scroll later” tackled a pressing Gen Z paradox: they have never been more connected, yet have never felt more alone. Young people spend an average of six hours a day on their smartphones, the equivalent of 20 years over a lifetime, while one in five struggles with mental health challenges and half say they want to reduce their screen time.

For Telenet, a brand built on connectivity, this was a moment of responsibility. Instead of pushing for more usage like other telcos on-site, Telenet chose a human approach: encouraging festivalgoers to cover their camera lens and live the moment. The campaign wasn’t anti-tech, but pro-connection. By helping Gen Z disconnect for a few hours, Telenet demonstrated that true connectivity is not about data consumption, but about meaningful, real-life experiences.

Across festivals, terraces and summer hotspots, SUPER 8 brought the brand back to where it truly belongs: among real people. Instead of polished studio shoots and perfect models, Super 8 left the artificial setting behind and claimed real-life moments. No scripts, no styling teams, no retouching, just spontaneous laughter, sweaty dancefloors and friends enjoying an ice-cold Super 8 together.

In exchange for a fresh beer, gen-z gave us something far more valuable: their genuine presence and consent to become the face of the campaign. In a category where beer advertising often feels constructed and predictable, SUPER 8 chose honesty over hype. The result was a bold, unfiltered visual identity that feels as refreshing as the beer itself. SUPER 8 - SUPER ECHT - SUPER REAL

During the historic EuroBasket run of the Belgian Cats, we made sure their energy resonated far beyond the arena and all the way to fans back home. Together with Crelan and Basketball Belgium, we launched the very first Cats Fan Zone: six vibrant watch parties in six cities, turning a top-level tournament into a nationwide celebration. A concept previously reserved for football was introduced to the basketball world, bringing the vibe to the streets and making the team tangible and accessible across the whole country.

Free-throw challenges, shirt giveaways and interactive activations transformed public spaces into fan-villages of pride and anticipation. Families, young athletes and loyal supporters gathered long before the final whistle, united by one shared energy. The Crelan Cats Fan Zone wasn’t just about watching a game, it was about belonging. Because when sport is at its best, it doesn’t just entertain. It connects, excites and unites entire communities.

To celebrate the launch of the Belgian national team’s new away shirt - a bold collaboration between the RBFA, Tomorrowland, and Adidas - championing love and inclusivity, we turned the first away trip into an unforgettable experience. A full train was wrapped in the vibrant “One Love” design, transforming a simple journey into a moving celebration. Fans traveling to the Netherlands didn’t just watch a game; they rode the party, with live Tomorrowland DJ sets, drinks from Jupiler, and every supporter receiving a free Adidas “One Love” shirt.

Football is more than ninety minutes, and for this launch, the focus was on connection. Every beat, every cheer, and every shared smile onboard the Fan Train turned the journey into part of the game itself. By bringing fans together in real life, through music, sport, and a shared sense of pride, the RBFA showed that inclusivity, passion, and love beyond the pitch. One shirt, one ride, one community: One Love.

For over 30 years, Mercedes has associated itself with golf, connecting the brand to premium values and a discerning audience. By 2017, however, the Mercedes Golf Trophy in BeNeLux wasn’t delivering the impact it deserved. The challenge was clear: reinvent the Trophy to attract new prospects, build loyalty, and make Mercedes the number one car brand in golf.

The solution was Mercedes Golf Trophy 2.0. We reimagined every touchpoint: new co-sponsors and partners, more playing events, and a refreshed communication and media strategy. Fans could now discover Mercedes in moments that felt natural, aspirational, and in tune with the premium golf experience. From Golf After Work events to club tournaments and even a branded golf magazine, every interaction turned enthusiasts into participants, and participants into prospects. The results spoke for themselves: 60% more players and over 400 Mercedes test drives each year.

In 2023, Telenet faced a sudden challenge: a major service incident shook trust, sent brand metrics tumbling, and left a telecom giant claiming “Ready for tomorrow” feeling anything but. To reconnect with its most loyal fans, Telenet turned to their sponsorships. The goal was simple: bring fans closer to the teams and moments they love, and remind them why Telenet is part of their fan experience.

The result was Telenet Fan Nights: a once-in-a-lifetime chance to sleep on the sacred grounds of Belgium’s most beloved stadiums and pitches. Four unforgettable sleepovers across football, basketball, and cyclocross gave 16 lucky winners the ultimate fan experience, from pre-game rituals to post-match fan stories. Across three months, social campaigns amplified the magic before, during, and after the events. For one night, fans dreamed with their eyes open, and Telenet showed that being “Ready for tomorrow” isn’t just about technology.

Cyclists and coffee are inseparable and we knew exactly how to turn that insight into connection. To engage riders and fans alike, we created Bar Vélo, a mobile coffee bar and “billboard on wheels” that traveled to brand activations, trade shows, and international races. Wherever it went, it brought a taste of home to the cycling community, turning even far-away events into warm, familiar spaces.

Bar Vélo wasn’t just about coffee, it was about stories, memories, and shared passion. Fans and riders gathered, sipped, and connected, while the mobile bar captured their love for the sport in authentic, human moments. By blending hospitality with brand purpose, Quick-Step reinforced what it has always stood for: creating a home for the cycling community, no matter where the race takes them.

In a culinary world where only 6% of top restaurants are led by women, this relaunch was more than a campaign, it was a movement. Lady Chef of the Year returned, together with wave, stronger than ever with a modern, premium rebranding, fresh campaigns and a clear strategy. By spotlighting inspiring female chefs and their stories, we aimed to create role models, showing that success in the kitchen is about breaking barriers and following your own vision, your own recipe.

What began as a strategic and branding exercise quickly evolved into a long-term collaboration. Together, we developed unique, premium culinary events, engaging storytelling, and a social media strategy that amplified the voices of women in gastronomy. Over the years, this approach not only elevated Lady Chef of the Year’s visibility but also attracted partners, fans, and industry attention, proving that empowering female chefs isn’t just meaningful, it’s a recipe for lasting impact.

Activating on club socials with real impact? That’s a tough game. We flipped the script with the Telenet Fanfluencer: passionate fans becoming the face of their favourite clubs. They get chosen through an open call to take on weekly behind-the-scenes challenges, and here’s the twist: the challenges themselves were chosen by fans. From getting a real fan tattoo, to making ugly Christmas cards with the players, or baking a birthday cake for the team, the audience voted on every next move. The content wasn’t just authentic, it was driven by the fans themselves, boosting engagement and making each post unmissable.

The power of Fanfluencer is simple: the strongest story a club can tell is one a fan writes, with the community steering the plot. With the format now rolling out at KAA Gent, RSCA Woman and KV mechelen Telenet proved that giving supporters real influence, creativity, and visibility doesn’t just engage, they inspire loyalty, spark conversation, and turn everyday fans into the most compelling storytellers of the club and the brand Telenet.