Archive for the ‘News’ Category

As the year-end holidays approach, the ACC (the Belgian Association of Communication Companies) is launching a new initiative to support the profession. Following last year’s Virtual Strike, this year the ACC decided on a positive incentive called the ‘Lorem Ipsum Take-Over’, an idea that we developed for them.

Via the ‘Lorem Ipsum Take-Over’ tool, the ACC is seeking to continually remind both advertisers and advertising agencies that the best guarantee of excellent work is still a sustainable, long-term professional relationship. The ACC is striving to send a strong positive signal to advertisers that a pitch is not always the ideal way to draw the best from the agencies.

The ACC itself is not so much launching a campaign with the ‘Lorem Ipsum Take-Over’, but rather a long-term approach. The free, downloadable tool automatically replaces all Lorem Ipsum dummy texts with an ACC text that reminds advertisers of the importance of long-lasting professional relations.

In total 43 agencies are participating in the ACC’s Lorem Ipsum Take-Over. Find the tool (and more information) at www.accbelgium.be/loremipsum

For several years now the the Agricultural Marketing Board of Flanders (VLAM) has been highlighting the importance of drinking milk. This is important for everyone but especially for women between age … and … to help reduce the risk of osteoporosis when they’re old. Milk is a very important part of a balanced and varied nutrition.

For their new campaign VLAM is building further on the “Drink milk now for later” baseline. This time the campaign is based on a well-known fact, namely that women outlive men. With this in mind it is even more important for women to drink milk for later. This way they stay in shape their whole life. Discover the 2 new tv commercials of this campaign below:

At this year’s IAB Mixx Awards (the Belgian award show for interactive excellence rewarding the best digital campaigns of the year) Duval Guillaume Modem won 1 Gold and 1 Silver award and on top of that it was named Digital ‘Agency of the Year’ for the second year in a row. We clearly must be doing something right ;-)

Here’s the winning work: Carlsberg “Bikers” (Gold), Ethias “Safest Route” (Silver) and nominations for Opvoedingslijn “Little Robin” and IKKI “The Crying Invoice”.

In March we launched the Flair Fashiontag, an application for Belgian Women’s magazine Flair. It was one of the first cases that was ever featured on the Facebook Studio website, right after Facebook launched it. And today Duval Guillaume Modem is in the spotlight again on the Facebook Studio with some more background on the application and the strategy behind it. Something for which Facebook had a chat with our own Mattijs Devroedt, Strategic Planner at Duval Guillaume Modem.

Curious? Check out the interview on Facebook Studio.

Interview (Dutch) with Executive Creative Directors Geoffrey Hantson and Katrien Bottez about the new Duval Guillaume.

Click on the article for larger size image.

Yesterday evening two of our most recent campaigns were rewarded at the prestigious EFFIE Awards. Which – of course – makes us very proud: it’s our 15th EFFIE Award since 2002. It makes us Belgium’s most EFFIE rewarded agency of this decade and confirms Duval Guillaume’s efficient creativity approach. Creativity not for the fun of it, but a great campaign idea, sharp media insight and excellent production execution, all anchored on an innovative strategic insight. Creativity that stands out and helps our clients business to be more successful.

Our Drink milk now for later campaign for VLAM Melk (the Milk Board of Flanders) was awarded a Gold EFFIE. The judges mainly praised the innovative strategic insight that milk allows you to stay flexible your whole life, and the consistency with which the strategy was translated to strong creative work. These two factors eventually lead to fantastic results with proven effect of communication: we succeeded to establish the first growth in milk consumption in Flanders in decades.

With the campaign Coffee and Lotus Speculoos, always together we won a Silver EFFIE. The strategic choice to grow Lotus Speculoos by focusing all our communication efforts consistently on one consumption moment, the coffee moment, proved to be effective and lead to significant growth with remarkable ROI results.

For more info about both cases, feel free to contact mattijs.devroedt@duvalguillaume.com

Public bus company De Lijn has launched a new campaign showing it’s smarter to take the bus or tram. Kick off is a commercial showing a group of ants beating an aardvark in a clever way. Pay-off : It’s smarter to travel in group, take the bus. The 3D-production was done by CC (Creative Conspiracy). De Lijn is also working on an smartphone game  featuring the ants of the commercial.

In follow up campaigns, De Lijn will also give the proof why it’s smarter to travel in group. These campaigns will focus on the nature friendliness of public transport and the fact that taking the bus gets you faster through traffic and helps you to get rid of the stress of finding a parking space.

Young women don’t drink enough Milk, although they all know the risk of getting osteoporosis at a later age. How can we reach these young women? We address them at a moment they are sensitive for messages about their health: right after they have given birth.

Staying in shape is about healthy food, but also about getting enough exercise. Milk wanted to help with them both, so we developed Milk MamaMoves, a fitness program all young mums can do using their baby as fitness weight. Now they can get in shape, without losing quality time with their newborn baby. Because the baby gains weight daily, the exercises will get harder every day. Milk MamaMoves is developed with FitClass and comprises 27 exercises that can be viewed online on www.drinkmelk.be or ordered on DVD for free. You can also order a baby bodysuit with the weight of your baby printed on it.

At the Belgian CCB awards Duval Guillaume was called on stage 21 times. Awards were won in all categories and for all major clients.

CCB Awards for AXA iAd (Photo by Dimitri Mundorff)

Here’s the list of winning work: Gold and silver for AXA “i-ad”, for USG People ‘the crying invoice’ and for Opvoedingslijn (hotline for out of control kids) ‘little Robin’. Silver went to De Lijn ‘nieuwjaarsbadge’. Bronze for De Lijn ‘garagestickers’, Melk ‘twister’, Reborn to be alive ‘N-Korea’, De Morgen ‘biografieën’, De Morgen ‘live radio commercial’, Nacht van de poëzie ‘book poetry’, Alfa romeo ‘MitoManiacs’ and SOS idee ‘house of inventions’.

This overall result got Duval Guillaume Antwerp/Modem on the second place in the Agency of the year ranking; Duval Guillaume Brussels got ranked seventh.

“New York Streetnames”, a fundraising idea for the homeless of New York, has been entered for the Cannes Lions Good Work Competition, a new category awarding proactive ideas for Non Profit Organisations. Best entries will be selected by a professional jury and will get a chance to be presented to the chosen organisation.

There is a good reason why the streets in New York City have no name. It gives us the opportunity to turn New York from the city where the streets have no name and the homeless have no future, into the city where the streets have a name and the homeless have a future. Famous people, brands and organisations will get the opportunity to name a New York Street after them. In an ideal world the city of New York would concede in posting those streetnames for a year. In an even more ideal world enough money will be raised to do something fundamental for the homeless and poor in New York.