Belgium : Uniquely Phenomenal Euro Effie Finalist 2017

After years of Belgium-bashing and the terrorist attacks of 2016, the Belgian government decided it was time to put back the pride in the Belgian flag. But without bragging obviously, because it’s not in our nature to boast.

So we created a campaign that aimed to both reinforce Belgians’ sense of national joy and to encourage tourists to discover the country anew. All done with a unique ‘Belgitude’ of surrealism, self-mockery and modesty.

A multichannel campaign, it combined traditional and social media, public relations and a dedicated website packed with 99 reasons to discover Belgium. Because, after all, 100 would have been a little bit boastful…