Author Archive

In a new TV-commercial, Spa&Fruit wants to position itself more then ever as a low calorie soft drink. Spa&Fruit can rightfully make this claim, because it has a unique combination of natural Spa mineral water and fruit juice.

In the commercial, directed by Henry Littlechild, we see a woman who doesn’t succeed in killing a spider. Every time she steps on the spider, the spider just walks on like nothing has happened. What’s more, the spider even manages to walk on when the woman’s foot is on his back. On this image the pay-off appears: Spa&Fruit, your lightweight lemonade.

With a new TV campaign, the Agricultural Marketing Board of Flanders wants to stimulate the consumption of milk.

The commercials build on how we all see our future: we all want to grow old, but we don’t want to feel old. That’s why everyone is already investing today in tomorrow, through pension funds and anti-wrinkle lotions. You can also invest in your resistance by starting to drink milk on a daily basis. Hence the new claim of the campaign: drink milk now for later.

The campaign kicks off on tv and in cinema. Later on, the commercials will get an interactive sequel.

On the 19th of February 1996, today exactly 13 years ago, André Duval and Guillaume Van der Stighelen, signed the birth of Duval Guillaume. We wanted to share our first ad “little pony”, for the Belgian newspaper De Tijd. It was a reaction to the banning of the famous “horses” poster by Benetton, to promote creativity in advertising.

Little Pony

Benetton horses poster

And here’s another ad from the drawer, our agency opening ad:

Flemish public transport company De Lijn launched a campaign to emphasize its mission: to be the smartest way to travel throughout Flanders.

The campaign builds on the universal insight that travelling in groups has its advantages. In the TV commercials we show pinguins and fireflies to illustrate that, inviting people to follow their good example.

Duval Guillaume in Antwerp was nominated as agency of the year at Merit Awards.
Here is compilation of our work.

Off of a creative platform that invites listeners to “live their lives with Icelandic Confidence”, Duval Guillaume launched a new radio campaign in Dallas, Miami and Washington DC for Iceland Health to promote their newly formulated Iceland Health Joint Relief product.

Suzanne :

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Secret :

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Iceland Health is a nutritional supplement with at its base 100-percent Icelandic omega-3 (a natural anti-inflammatory), extracted from the purest fish oil and Icelanders in general are known to have the longest life expectancy in the world (80+).

This insight led us to change the communication approach for Iceland Health from ‘factual, clinical’ to ‘emotional, personal’: through Iceland Health Joint Relief and other IH omega-3-based products, consumers are now offered some of the same benefits experienced by Icelanders and, along with this, the proposition of experiencing life with “Icelandic Confidence.” And not to mention strong and supple joints!

Belgian quality newspaper De Morgen selected the best Dutch and Flemish novels of all time in a special collector’s item edition.

The box contains the work of 20 renowned authors, among them Harry Mulish, Arnon Grunberg, Willem Elsschot and the recently deceased Hugo Claus, more than once contender for the Nobel Prize in Literature.

As you already figured out in the print ad, the essential collection of 20 novels makes every book in your library redundant.

Communications agency puts strong leverage on interactive competence.

Advertising and communications group Duval Guillaume announces the integration of Atomik in the group’s activities. Atomik is a strong growing expert in interactive brand experiences. The strategic integration enables Duval Guillaume to strengthen its expertise and manpower in the field of interactive strategy, creation and production. Moreover, it underlines the group’s ambition to play a leading part in the online communication market and allows it to further focus on a central role of interaction in integrated communication plans.

Duval Guillaume always builds its campaigns based on a central brand idea. The integration of Atomik will allow us to strengthen the role of interactivity within this approach and synchronize it within strategy, creation and production. Duval Guillaume’s international growth and development will be accelerated in the future building on the digital revolution in the industry. Atomik is a vital part in that strategy.

Says André Duval, CEO of Duval Guillaume.

Think twice before you buy your x-mas presents, because people always see you as the present you give them. This insight lead to a new nationwide billboard campaign for Bongo gift boxes, the best possible present since it is always a personal present.

Continue reading Give a Bongo gift box →

Duval Guillaume’s book is out. It is called ‘Maak van je Merk een Held‘, translated: ‘Turn your Brand into a Hero’. The book is about Duval Guillaume’s way of building brands, the theory and the working methods that go with it.

We’ve noticed the way people feel about brands has the same dynamics as how they perceive heroes. For brands, it is important to set their own scene. Like Carl Lewis once said: “Today it is not enough to be a champion. You also have to look like a champion, talk like a champion and act like a champion.�

In this book, Duval Guilaume’s co-founder Guillaume Van der Stighelen brings all elements together in a brand building story: an exceptional performance, a name to remember, a look that is easy to recognize and the right words to spread the news. And all this held together by a greater story about how this brand will contribute to a better world.

We address this book specifically to entrepreneurs and CEO’s. It will help them to understand the dynamics of a brand and how their brand can stand out by following a few simple rules of thumb.
The book is published in Dutch. Other languages will follow.

After reading the book you can ask Guillaume a question about the content. Challenge his ideas, ask how ‘Hero Brands’ could work for you brand and discuss the examples. Surf to www.MerkenHeld.be (in Dutch) and ask your question. After reading the book of course.