WITH BLACK & DECKER THE FLOOR’S GOOD ENOUGH TO EAT
In order to launch Black & Decker’s steam mop and SteaMitt steam cleaners, These Days opened a restaurant where you could eat off the floor. Quite literally.
It was quite a sight in the old post office building in Antwerp’s Groenplaats, as guests ate from the floor in the pop-up restaurant Floor 99.9. They enjoyed tucking into culinary creations ‘on a bed of floor tile’. These were served by Lady Chef of the Year 2015, Anne-Sophie Breysem, from Flanders Kitchen Rebels. Of course, guests didn’t just eat from any old floor. It was first cleaned with the BLACK+DECKER steam mop and SteaMitt, which eliminates 99.9% of all bacteria.
These Days launches Labstore Benelux, a full service solution for retail innovation and shopper marketing
Denis Ghys joins as Managing Director.
These Days launches Labstore Benelux, a team of shopper marketing experts to support clients in the ever changing retail environment. These Days can now tap into Labstore’s global retail and shopper marketing network, with offices in over 20 countries, and a deep understanding of the shopper in every major market around the world. Using the Shopper Chemistry(tm) process to create ideas that result in purchase through the fusion of digital and shopper.
Jon Bird (Global Managing Director Labstore): “I am so excited to be opening our newest Labstore in Benelux. These Days has a history of bold and highly creative work in the retail space, and this is the next logical step – building out a strategic and specialist practice that has the capacity to add real value in what is a thriving retail market."
Denis Ghys will lead this team as the managing director, teaming up with the recent hires like Sébastien Greffe and the existing creative and project management teams. Denis Ghys joins These Days from 10 advertising where he held multiple roles, including Managing, Strategy and Creative directorship in which he especially thrived in building integrated retail marketing solutions.
Denis Ghys: “ I see a tremendous opportunity on the Benelux market in really building a full stack agency offering that excels in building integrated customer voyages that convert.”
Toon Diependaele – Chief Strategy Officer These Days: “Labstore needs the focus and drive of a dedicated lead and team that is immediately enabled by These Days strong expert centers and local and international network tools and capacities. Making it an unparalleled player for retail and FMCG overnight.”
Stimorol teams up with These Days
Following a pitch process, Stimorol, which is part of the Mondelez group, has selected These Days as its lead agency for Belgium, the Netherlands and Luxembourg.
These Days will be responsible for the continued rollout of the ‘Dare to open your mouth & good things will happen’ line. Further details are not yet available as the first campaign is scheduled to be launched early 2017.
Jim Versteylen - Marketing Manager Gum&Candy BeNeLux:
“Stimorol needed a partner capable of anchoring a strong strategic vision with a clear message in a transparent communication and activation plan. Most of all, it was their fresh and original take on the brand and their impressive digital background that convinced us that These Days is the ideal partner to help Stimorol grow in the future. Needless to say, we are very much looking forward to this promising collaboration.”
Dirk Milbou appointed Chief Data Officer of These Days
Dirk Milbou has been appointed to the new position of Chief Data Officer at These Days in the aim of driving clients’ competitive advantage and improving marketing effectiveness through smarter use of their data.
These Days CEO Erwin Jansen: “We are in the creative industry and in the inspiration business.
We use data and analytics to identify insights that fuel creative campaigns with the sole purpose of inspiring people to take action. To engage today’s consumers, we understand that brands must deliver content, experiences and information across different channels, at the right time. We are uniquely positioned to integrate the capabilities that build stronger 1:1 relationships and deliver results for our clients. We created this executive position to stay on top of our game and to continue to develop our service offering based on client demand and consumer needs. We have known Dirk for many years: he has ample experience both on the advertisers’ side and the agency side, and has worked for data as well for media companies, making him a seasoned, data driven marketer and the ideal guide for this intrapreneurial challenge.”
Dirk Milbou: “As a leading creative agency with digital DNA, These Days has the perfect foundation to inspire their solutions with data. I will tap into the agency’s vast international knowledge, tools, processes and IP in this domain –including Wunderman and Y&R, the agency’s parent companies. I’m very glad to be the guardian angel of this expanding service offering and I will make sure that data delivers new insights, even better ideas and a maximum impact on our clients’ business.”
Dirk will work under Toon Diependaele, Chief Strategy Officer These Days.
Dimitri De Lauw returns as Strategy Director of These Days
Dimitri De Lauw is back on familiar ground as Strategy Director of These Days since 11 April. As part of the team of Chief Strategic Officer Toon Diependaele, he will be managing the department of strategic communication planning, brand positioning and Brand Asset Valuator™ Consult.
Dimitri De Lauw was previously Brand and Communications Consultant at TNS Dimarso, where he offered brand advice based on market studies. Before that, he worked as a strategist at Antenno, These Days and BBDO.
Toon Diependaele: “We are strengthening our strategic team with someone who can deepen the connection between the consumer, the brand and the business. With the arrival of Dimitri, we will be investing in sustainable solutions to our customers’ challenges more than ever. By interacting with our expert centres (Data Driven Performance, Conversation & Content, Digital Transformation and UX & Service Design), we will then lay the foundation for impactful campaigns and digital platforms.”
Dimitri De Lauw: “These Days is a strong agency. Its deep-rooted integration between brand, creative and data thinking convinced me to take on a strategic role again. Brands need to find the perfect balance between paying attention and attracting attention. In that sense, I build bridges: I bring together ideas from different areas to create meaningful projects.”
IAC awards times 3
This year we brought home 3 IAC awards.
Our anti-child porno filter for Child Focus got lucky with two awards. One in the category ‘Best non-profit interactive application’ and also the ‘Best of show’ for interactive application.
To top it off our family stick campaign for Telenet won ‘Best telecommunication social media campaign’. Congrats to the teams involved! Off course as the good colleagues we are, we sure had to test this family stick. Enjoy our partial agency selfie.
Améline by Mayerline opts for style with These Days
Mayerline is a household name in the Belgian fashion landscape. This spring they are launching a brand new line: Améline by Mayerline. A collection designed with the refined, experienced yet guileless woman in mind. That is why they wanted to launch Améline in a manner as stylish as the collection itself. To deliver on that promise, Mayerline teamed up with These Days.
We created a whole new brand story that introduces us to the world of the Améline woman. We started with designing the focal point of the launch campaign: www.améline.be. One look at the one-page website is enough to know what motivates the Améline woman. A short version of the same eye-catching mood film is also screened in the sales outlets.
In addition to the standard ads in leading fashion magazines (Knack Weekend, Le Vif/L’Express, Marie Claire, Feeling, Gael), These Days also created a unique collaboration between Améline and Feeling. The magazine interviewed four ambitious women who paint an accurate picture of what a real-life Améline woman looks like.
Embedded on the Facebook page of parent company Mayerline, the Améline campaign is also boosted via social media. And finally, we also supplied the support materials for the press event.
SIGI Award for the Mazda Open Air B&B campaign
Our agency was one of the laureates at the annual SIGI Awards. At the end our Mazda Open Air B&B campaign brought home the SIGI Award in the Promo category!
The campaign was set up last summer to launch the brand-new MX-5. And oh boy it was a success! The car goes back to the essence of the convertible roadster and gives its passengers an instant holiday sensation. The MX-5 is not a status symbol but happiness on wheels, a car that invites you to just get in and take off. Those interested in trying the new car booked more than just a standard test drive; it was more of a test trip. They got to spend a full day in the MX-5 including an overnight stay in the Mazda Open Air B&B.
Our agency conceived and designed a container room that was fitted with all modern comforts and – obviously – inspired on the concept of the MX-5, including a specially designed open roof with a view of the night sky. Go to www.mazda.be/openair for a virtual check-in.
The SIGI Awards are organised each year within the worldwide Wunderman network. More than 50 agencies from 11 countries sent in their best campaigns. The jury then selected the strongest cases that best illustrate the network’s philosophy: Creatively Driven. Data Inspired.
Mazdamorphosis astonishes Car Show visitors
The entire Mazda line recently underwent a genuine metamorphosis. Both the design and the technology of each model were thoroughly reconceived. And now the brand is offering its new generation at incredible Car Show conditions.
In order to reinforce this message, These Days created the Mazdamorphosis campaign. In print, online, DM and at the dealer, but also at the Car Show itself.
The concept comes to life at the Mazda stand, which looks like a contemporary metropolis. Unsuspecting visitors are rendered speechless – live – with a series of metamorphoses created in collaboration with Steven De Laere, one of Belgium´s best illusionists.
The miraculous disappearances/appearances not only ensured ´rumour around the brand´ at the Heizel, but also on Social Media.
Check out the film clips and let Mazda surprise you at http://www.mazdamorfose.be
Contact: Joachim Sas, Bert Callens
Agency: These Days Wunderman Y&R
Account: Tom Thijs, Seppe Dogge
Creative Director: Samuel De Volder
Creation: Bram Van Looveren, Joeri Quinet, Tom De Block
Design: Sander De Smedt
Production: Ruben Van Den Heuvel, Bruno Dejonghe
These Days welcomes Max Heirbaut as Design Director.
Since late last year, Max Heirbaut has been the new Design Director at These Days.
Max, 28 years young and full of talent, started his own agency at 24 after a few years of freelance work. Three years later, he sold it to the Cronos group and left for New York to work for agencies like HUGE Inc. There, he designed for Google and HBO, and worked as a design director in the New York product start-up scene.
Because New York just isn’t Antwerp, he came back to take charge of These Days’ 16-member design department.
Werner Van Reck (CCO), "It’s no secret that in the context of our “creative technology” mission, we regard design as the tool par excellence for brands to profile themselves. Whether it's about graphic design, branding, UX, Service, Interactive or Product Design, Max provides all-round expertise and a worldly vision, and our customers are already experiencing his value."
These Days further strengthens its creative ranks.
In March of last year, Pieter Staes and Manuel Ostyn stepped over from Mortierbrigade to These Days. In a short period of time, the duo has already proved that they’re not only strong conceptual thinkers, but also inspiring coaches for some younger teams, resulting in impressive work for clients like Telenet and Child Focus.
That’s why, with an eye on ambitions for 2016, they’ve both been promoted as of this year to Creative Directors. Together with ECD Sam De Volder and the new Design Director Max Heirbaut, they form the daily creative direction of the agency.
"In These Days we associate good creative staff with a strong technology department. It’s the only way to deliver startling and relevant communications” say Peter and Manuel.
"As a new generation of CDs, they will also be co-responsible for the further development of the creative department because talent scouting is also one of their priorities." adds Werner Van Reck (CCO).
These Days and JBC go hand in glove
Antwerp, 1 January 2016. Following extensive consultations, fashion brand JBC has decided to entrust its communication budget to the specialists of These Days. As of 1 January, the agency will handle all communications for JBC in Belgium, Germany and the Netherlands.
JBC CEO Bart Claes: “The combination of These Days’ wide range of competencies and profound expertise in nearly every domain of communication was the deciding factor. Also, it was obvious from the start that the whole team was chomping at the bit. We are confident we have found the right business partner to help realise both our short- and long-term ambitions.”
These Days CEO Erwin Jansen: “To say that things click would be an understatement. Bart and Ann have built a wonderful company and they’ve assembled a young and enthusiastic team of marketers. We will gladly throw all of our knowledge and creativity in the mix to reinforce the JBC brand’s position on the various markets. This may ultimately prove the biggest challenge of all: building on JBC’s success. After all, we wouldn’t want things to come apart at the seams now, would we? (laughs).“
Amongst others, These Days will support the JBC team in terms of brand communication, CRM, social, digital, content marketing, direct marketing, shopper marketing, design and activation.
Telenet spreads Holiday Cheer
Ho! Ho! Ho! It’s the jolliest and merriest season of the year. Telenet stores and the Telenet HQ are ready to spread Holiday Cheer thanks to their joyful Christmas decorations. Now it’s your turn! In between practicing your Santa impression and stealing kisses under the mistletoe, it’s time to go from store to store and from e-shop to e-shop to find the perfect gift for your loved one(s). A brand new smartphone will make everyone happy – even if it’s not on their wish list. But, how about taking the perfect gift a step further? The latest Telenet door-to-door leaflet has some fantastic Christmas deals – and it can be used as wrapping paper afterwards. The perfect gift and wrapping in one easy step.
Start checking your mailbox as of today for your copy.
Telenet - Het Strafste Fanplan
Dedicated fans make the sport. With that in mind, Play Sports and These Days Y&R started the search for fans with a plan. The fan bringing their supporting skills to the next level with a fab idea showing the love for their sports, will see their wish come true.
We reviewed many great and wicked entries and finally handpicked the 5 strongest fan ideas. Now it’s time for us to vote! Would you like KAA Ghent to hear their club anthem performed live by a symphonic orchestra? Or for Sven Nys to get the goodbye he deserves with a comeback of an even bigger and better Svengabus? The Tiegem Tigers need your vote to organize a massive Rugby tournament to be proud of, a water polo fan wants to create a world class atmosphere during a game and lastly a hockey fan wants to support his team with the loudest and funkiest tribune ever. Booya! Which one to choose?
One thing’s for sure, they can all use your vote! So cast your vote at samenstraffer.telenet.be
You’ve got until November 22nd! The three finalists go to the next round where one plan will be selected. The winner will see his plan come to life on the December 18th during their own TV show ‘Samen Straffer’ on VIER.
We’ve just hosted our very first Creathon. Third-year students from Studio Reclame at the LUCA School of Arts invaded our agency bright and early on October 22. After dividing the students into teams, we briefed them and started the countdown: 24 hours to brainstorm and develop campaign ideas.
Why is a Creathon important for us? Because we feel that it’s crucially important for students to keep up-to-date in a communication landscape that is evolving increasingly quickly. We want to give students a taste of today’s workplace by working with them on real briefings for actual clients like Telenet, Het Laaste Nieuws, Mazda, VAB and Bridgestone.
The Creathon was a real rollercoaster: working against the clock, searching, swearing, sweating, brainstorming… fueled by pizza and energy drinks. And our creation, branding, social, content and technology experts were there to lend a hand where needed.
Their hard work really paid off with some of their ideas being submitted to satisfied clients. But what do the students think about our Creathon?
“We think it’s a great initiative. Our briefing was hard and it was a little exhausting, but that was the point of it all. We found the interaction between different functions in the agency to be very interesting. Their feedback was critical and very instructive. We had a very good time, despite the hard work. The Creathon was a great experience that will help us in the future.” – Hanne Buyse & Caroline Lismont
“It was an unique experience for us students, very instructive and we were constantly motivated to really give everything we had. It was a confirmation that advertising truly has no boundaries.” – Simon Vandevoorde
One thing is for sure, a new These Days tradition has been born!
Lunch session: "Dear brands, women no longer need to be pampered. Fathers do."
Meet Sandy Thompson, Global Strategic Palling Director at Young & Rubicam. Sandy is regarded as one of the industry’s most innovative and productive strategists. Prior to joining Y&R, Sandy spent 15 years with Saatchi & Saatchi, where she played a key role in strengthening both the Asian and North American regions.
Sandy is a champion of understanding real people and their real motivations in purchase decisions. She gets that the best strategies are about simple human truths. She knows that connecting with people is about connecting with their hearts.
That’s why we couldn’t be more thrilled to announce that she’ll be paying our Antwerp office a visit on the 26th of November. She’s here for two sessions about modern women and young dads and how brands can seduce them.
What can you expect from these presentations?
Where’s the logic behind brands empowering women, when women are already powerful? We need to turn the story round so brands engage in real conversations that make a real-life difference while women themselves are redefining who they are.
And what do you understand about the differences between modern dads and their childless peers? For a start, they’re nothing alike when it comes down to the laws of attraction…
Triggered? Join us, and learn to seduce both!
Thursday, November 26th
11:00 – 14:00
Generaal Lemanstraat 47
Want to join us? Send an e-mail to firstname.lastname@example.org by 12/11. Be quick because places are limited!
THESE DAYS Y&R WINS BRONZE IN THE BRAND TALES COMPETITION
A couple of weeks ago These Days Y&R participated in the #BrandTales competition of ‘De Persgroep Advertising’. After receiving a couple of briefings, we got 12 hours – from 8 pm till 8 am – to come up with innovative and exciting ideas using media – newspaper, magazines, digital – as main channel.
Our hard – and late night – work paid off since we received bronze for the innovative banner campaign we came up with for ‘De Nationale Loterij’! Many thanks to our team. On to the next challenge!
Erwin Jansen and Gio Canini add European role within Wunderman to their curriculum.
On 1 July, Wunderman EMEA appointed Erwin Jansen and Gio Canini, CEOs of These Days Y&R, as Senior Vice Presidents Business Development & Marketing. In addition, they have also been appointed Presidents of Wunderman Benelux. In practice, this means they are taking Blast Radius Amsterdam under their wing. Their role at These Days Y&R remains unchanged; the Antwerp branch becomes the European Centre of Excellence with regard to Performance Marketing and Retail.
Together with Y&R, the Wunderman branch network constitutes the Young & Rubicam Group, the holding These Days Y&R belongs to. Wunderman’s positioning is unique because they link data with creativity, making it easy for them to bring big trends to the individual for brands and companies. Wunderman has 175 branches in 60 countries.
Wunderman EMEA CEO Mel Edwards: “Both with regard to content and business performance, These Days Y&R has established an exemplary track record since joining our group eight years ago. Looking at the added value they create for their international clients from their Belgian base of operations, I have no doubt they will give Wunderman EMEA a considerable boost from day one.”
Erwin Jansen: “Gio and I were obviously honoured when Mel asked us. It’s a fantastic sign of confidence and a great honour. New global CEO Mark Read is the motor behind an incredible transformation. The network has a unique market position and I see many possibilities for continued growth in the short and long term.”
Erwin Jansen and Gio Canini will take up their new role from Antwerp with the support of the These Days Y&R management team: Sylvie Versteylen (Managing Director), Toon Diependaele (Chief Strategy Officer), Werner Van Reck (Chief Creative Officer), Vera Van Doninck (Talent & Marketing Director), Peter Clijsters (Head of Production), Christophe Mes (COO) and Adeline Behets-Wydemans (CFO).
Child Focus and These Days Y&R join forces
Child Focus has selected a new communication partner: These Days Y&R. The Antwerp communication agency has committed to supporting Child Focus’s strategic objectives on a pro bono basis for the next three years: the fight against child disappearances and the sexual exploitation of children and young people under 18.
Sylvie Versteylen (Managing Director These Days Y&R): “Strictly from a professional viewpoint, Child Focus is the ideal client. The brand has a rock solid image in Belgium and communication on Child Focus is ‘untainted’: instead of the brand itself, it is the organisation’s noble cause that is the focal point. Of course, several other factors come into play as well. The main reason for our commitment is emotional. Social responsibility is ingrained in our agency’s DNA. Also, our agency includes a great many young parents: the protection of children is perfectly in keeping with our everyday reality.”
Child Focus Communication Manager Dirk Depover explains why Child Focus opted for These Days Y&R: “We were founded in 1998 and we can look back on many years of seamless collaboration with Grey. But the world has changed. Today’s young people are tomorrow’s parents and to them something like the Dutroux case is just a distant memory. We need contemporary communication to keep our minds sharp. Back in 1998 there were no social media. We are relying on These Days Y&R to teach us how to use this innovative channel of communication in a creative manner. After all, we have to broach even the most disturbing and disquieting themes in a hopeful and positive way.”
Two major cross-media campaigns per year
Social media support (location & prevention)
Boosting the Child Focus brand (using parent agency Young & Rubicam’s annual, international BrandAsset® Valuator)
For more details please contact:
Dirk Depover (Child Focus): 0476 95 95 04
Sylvie Versteylen (These Days Y&R): 0477 51 65 89 email@example.com
Child Focus was founded 18 years ago as the Stichting voor Vermiste en Seksueel Uitgebuite Kinderen (Foundation for Missing and Sexually Exploited Children). The organisation consists of some 50 employees and 800 volunteers and can be reached 24/7 on the free emergency number 116000. Close to 2,000 cases are treated each year. Prevention and raising awareness are also central to our mission. Every day, Child Focus works closely with police, the justice department and countless welfare organisations.
Pioneer DJ launches global website together with These Days Y&R.
Pioneer DJ has developed a new global website platform in collaboration with These Days Y&R. PioneerDJ.com is the first site to be developed with the latest Sitecore 8 technology and runs on a large-scale global Microsoft Azure infrastructure. Thanks to the efforts of a dedicated agile project team, the site was built from the ground up – in English and Japanese – in just 15 weeks. Kudos to all parties involved.
US investment company KKR acquired Pioneer’s DJ division at the end of 2014. Pioneer DJ Corporation was born and entered into a partnership with These Days Y&R for its digital infrastructure and website. These Days Y&R devised a young, dynamic brand identity for Pioneer DJ and built a fully functional global website in two languages – English and Japanese – in just 3 months in cooperation with back-end partner Cegeka.
In January, an agile team used the devised concept to start the website’s UX and graphic design as well as the front-end and back-end set-up. The team opted for a unique, user-based design. By using vivid colours and DJ-inspired elements and animations, it ensured that the next-generation DJ community is well represented. Sitecore 8 was chosen as a centralised solution for the easy management of content, products and other assets. This multi-channel campaign management system also allows enough room for custom development, so that the interactive designs can be rolled out for all possible devices and screens.
Today, one month after the launch of PioneerDJ.com, the results are impressive. Not only have significant visits (longer than 2 minutes) increased by 25%, the number of returning visitors is showing an upward trend. The site’s general performance has also improved enormously: the average page load time has fallen by more than 50%.
In the future, These Days Y & R will continue to work with Pioneer DJ to further expand and roll out the site in multiple languages. In the long term, new features, such as retail conversion paths, will be developed and extensive CRM solutions will be integrated.Credentials
Client: Pioneer DJ
Client Contact: Takako Fujiyama, Simon Hart
Agency: These Days Y&R
Strategy: Raphael Nolens
Account Manager: Tom Schepers
Scrum Master (Cegeka): Nico Vanoppen
Project Manager (Japanese version): Pauley van Rixtel
UX & Service Design: Bram Boot, Jeroen Haijen
Design: Jeroen Michiels, Reginald van de Velde
Front-end Development: Katrien Delarue, Olivier Berger
Back-end Development (Cegeka): Ivan Lieckens, Daan Van Uytvange, Ruben Verschueren
Content Manager & QA: Kim de Vylder, Sarah Vermylen
Telenet and fans’ Game of Thrones campaign ignites struggle for Iron Throne Baratheon, Lannister, Stark or Targaryen? How far will Flemish viewers go to put their favourite house on the Iron Throne?
Antwerp, 21 April 2015 – Game of Thrones fans worldwide had marked 12 April on their calendars, the day of the long-awaited launch of season 5 of the HBO hit series. These Days Y&R and Telenet, who are broadcasting the episodes simultaneously with the US on Play More, wanted to celebrate the premiere by launching a campaign together with the fans to answer the burning question once and for all: who will mount the Iron Throne?
The objective of Telenet’s Choose Sides campaign was to find the most popular Game of Thrones family. To further develop the concept, the help of a group of die-hard GoT fans was enlisted. The result was an exciting online and offline battle. Stand-up comedians Alex Agnew and Xander De Rycke, both major fans themselves, were more than happy to spearhead the campaign. In 5 episodes, they debated what makes the series so great and which houses will ultimately triumph in the struggle for the Iron Throne. The videos were distributed on Telenet’s social media channels.
To give the fans a voice in the debate, we launched the hash tag #choosesides. This allowed fans to support their favourite character on social media. In just a few days, fans organised special activities such as ‘Howl like a Wolf’ (howling at the full moon for House Stark on 4 April) or a road trip to Dorne in Limburg in tribute to the eponymous peninsula, ruled in the series by House Martell. Still, the tattoos some fans had done in honour of their favourite house probably took the biscuit.
By participating in the #choosesides-debate, the fiercest fans could win a ticket to the final event on 11 April at the Monasterium Poortackere in Ghent. Especially for the occasion, the venue was completely transformed into Westeros, the world of Game of Thrones. Characters from the series welcomed and accompanied guests to a medieval buffet in true GoT style and afterwards the winners got to attend a sneak preview of the new season’s first episode.
Pieter Staes & Manuel Ostyn to These Days Y&R
Pieter Staes and Manuel Ostyn have built a fine career as a creative team at Duval Guillaume, LDV United and mortierbrigade. They won numerous national and international awards there for brands such as Kia, Ché, Come a Casa, Axa, Opel, Humo, Universiteit Antwerpen, etc.
From April they will strengthen the substantial These Days Y&R team further as Associate Creative Directors.
“Whereas many agencies are looking for digital natives, These Days Y&R is a digital native. It has developed a very nice customer base that is looking for both online and offline campaigns, insofar as these two concepts can still be distinguished. That is very interesting for us creatives. Instead of asking the local digital native whether an idea is feasible and which partner we need to do it, the question to ask here is: ‘Shall we have a go at doing this?’
Bio. There's no way around it.
Gone are the days when bio was synonymous with back-to-nature freaks. Figures published by VLAM (Flemish Centre for Agricultural and Fisheries Marketing) revealed that nine in ten people stocked up on bio products at least once last year. However, consumers primarily bought traditional bio products such as vegetables, fruit and milk. Also, such purchases were few and far between.
Buying more products more often
VLAM tasked These Days with the following: get consumers to eat more bio products. Not only should bio products feature on the menu more often; the menu as such could also do with a higher bio content.
That’s why These Days and VLAM set up the ‘Bio. There’s no way around it.’ campaign, which delivers a dual message:
You can eat biologically every day. For everything you put on your plate there is a biological alternative. So not just for fruit and vegetables but also for chocolates, pasta, sandwich filling and even beer. In addition, most food stores today carry bio products.
Bio products can be recognised by the EU bio label.
Radio, print and POS
We developed four radio commercials and four campaign visuals for advertisements and POS. The campaign has been ‘on air’ for three weeks now and it’s featured in newspapers and magazines everywhere. A second wave and an online competition in the margins of the Gentse Feesten (Ghent Festival) are set to reinforce the campaign message in the autumn.
These Days Y&R revisits WWII for Het Laatste Nieuws
As of 18th April, Flemish newspaper Het Laatste Nieuws is reprinting 24 historical newspapers on World War II. The aim of the biggest Belgian newspaper is to make its readership reflect on this horrifying chapter in human history. To introduce the series, These Days Y&R has mounted a campaign that also merits a moment of reflection.
It’s been 75 years since WWII broke out. The perfect time to look back on some historical newspapers. That is why, over the next few weeks, Het Laatste Nieuws is reprinting a number of key newspapers. Not all the selected issues date back to the war period itself. On the contrary, most are actually from the years before the war.
The newspapers primarily tell the story of the events leading up to WWII. That’s why our campaign takes the reader back to pre-war days. The TV spot does this by rewinding time in an alienating way, whereas the print and radio campaign focuses on locations whose name is forever tainted by the horrors of WWII. The series chronicles what life was like in those places when war was still a distant nightmare, and the result is very confronting’ according to Sam De Volder, ECD of These Days Y&R.
To find these images, These Days Y&R pulled out all the stops. For instance, the photograph of Auschwitz belongs to the private collection of a photographer associated with the Auschwitz Jewish Centre, a Polish museum. Other locations that feature in the campaign are Pearl Harbor and Omaha Beach. The question the campaign raises is answered in the newspapers: how did it ever get to this?
Client: Het Laatste Nieuws
Contacts: Inge Debremaeker, Pascale Coppens
Agency: These Days Y&R
Account: Joke Tersago, Veroniek Hesters
Chief Creative Officer: Werner Van Reck
Executive Creative Director: Sam De Volder
Creative Director: Mateusz Mroszczak
Strategic Planner: Nicolas Moerman
Creation: Tomas Van Loon
Creation: Pieter De Lange
Design: Inge Vanhees
Producer: Ingeborg Van Hoof
Radio Production: Studio Helsinki
These Days Y&R adds 4 IAC awards to its tally.
For 13 years already, the Internet Advertising Competition (IAC) has awarded campaigns that excel in online advertising and internet marketing. Antwerp communication agency These Days Y&R clinched 4 awards this time, more than any other agency in Belgium.
These Days Y&R managed to receive 4 IAC awards at the recent IAC event, making the Antwerp-based agency the leader in Belgium. The IAC awards are presented to the creators of remarkable internet campaigns.
Best Broadcasting Website: “Game of Thrones”.
An innovative longread with rich content for the Game of Thrones series (seen exclusively on Play More by Telenet).
Best Broadcasting Online Video & Best TV Online Video: “Game of Thrones”.
50 fortunate winners were able to watch the world premiere of the new season’s first episode… after they managed to discover the secret code.
Best Automobile Online campaign: “Land Rover Discovery Sport”.
The agency used targeted posts on Facebook to find potential customers for a new car model, even before a single picture of the car had been released.
Best Game Site Online campaign: “Holly Happidays”.
Festive season microsite for the Belgian National Lottery. A small animated choir gave away a unique prize every day.
An overview of all the IAC winners.
Find out more? Contact: Vera Van Doninck (These Days Y&R), firstname.lastname@example.org
These Days Y&R in the jury for CCB Awards 2015
Sam De Volder (Digital Creative Director) and Mateusz Mroszczak (Creative Director) are selected for the jury of the CCB Awards 2015.
The role of the jury is to reward creative excellence that inspires.
The Belgium’s top creatives will gather in Brussels to judge the best in advertising, digital and design between April, 24th and May, 8th.
Discover all the other jury members for the CCB Awards 2015.
These Days Y&R and Devos Lemmens wear Friends-Shirts
With summer just around the corner, These Days Y&R has designed special Friends-Shirts for Devos Lemmens. The shirts only start to mean something when you wear them in the company of a friend. For instance, there’s a T-shirt with a print that reads ‘brat’ and another one that says ‘wurst’. Ten different combinations are available in total. These exclusive Friends-Shirts highlight 129 years of friendship between Devos & Lemmens. Friends-Shirts can be ordered by entering the competition through a unique code included in every andalouse-samurai duo pack, or you can order them for a friendly price on the Devos Lemmens website.
Client: Continental Foods
Contact: An Caers, Sophie Dierickx
Agency: These Days Y&R
Account: Jentina Van Eynde, Margo Leenders
Chief Creative Officer: Werner Van Reck
Creative Directors: Sam De Volder, Mateusz Mroszczak,
Strategic Planner: Jef Raeman
Creation: Pieter De Lange, Tomas Van Loon
UX: Krisje Verbert
Design: Kelly Catteeuw, Anja Van den Broeck
SPORTING PIT STOP
The new Formula 1 season started on Sporting Telenet on 15 March.
Viewers get to experience their sporting events as though they were there themselves, thanks to 5 extra channels providing alternative information and extra camera angles.
That is why These Days Y&R and Telenet transformed the Total petrol station on the E17 to Antwerp into a real life pit stop on Friday 13 March.
Belgian drivers could stop by the pit stop all day to receive a free check-up of their car in true Formula 1 style.
In just 35 seconds, professional F1 mechanics assessed their tire pressure and tread wear and correctly tightened their wheel lug nuts.
And if that was not enough, of course there were two hot pit babes to rouse everyone’s interest in the upcoming races.
Flanders is now clearly 100% ready for the new Formula 1 season on Sporting Telenet.
Credits Sporting Pitstop
Contact: Peter Vindevogel, Go2Market manager Sporting & activation
Agency: These Days YR
CD: Sam De Volder
CD: Werner Van Reck
CD: Mateusz Mroszczak
Art Director: Gertjan De Smet
Copywriter: Matthias De Smet
Strategy team: Nicolas Moerman, Toon Diependaele
Design: Dorien Wendelen, Inge Vanhees
Motion design: Bert Beckers
Accounts: Mieke Moortgat, Sophie Steyaert
Event production agency: E-demonstrations
Radio production agency: Studio Helsinki
Film production: Roberto Gasparini & Johan Stoffels
Producer: Ingeborg Van Hoof
Telenet idealabs forms partnership with These Days Y&R
Telenet idealabs is an intensive accelerator programme from Antwerp in which start-ups with fresh, innovative ideas evolve into operating companies in 4 months. To give start-ups greater support in marketing, Telenet idealabs will be collaborating with These Days Y&R.
Ten start-ups were selected from more than 450 candidates, and each of them received a financial injection of €25,000, office space and the opportunity to call upon an extensive mentor network of experienced entrepreneurs and employees of Telenet. With this accelerator programme, which ran from September 2014 to January 2015, the start-ups could develop their idea into a product or service that is ready to conquer the market. After an intensive four-month accompaniment process, a jury evaluated the ten start-ups on their progress and their ambition to continue growing in the coming months. Strong emphasis was placed on the evolution of the product and the business plan, as well as the capacities of the team.
The jury selected five start-ups that will be able to further develop their company for four months during the growth programme. They are being supported with an additional €50,000 each and a coaching programme where the focus is on growth, sales & internationalisation.
These 5 start-ups are participating in the growth programme:
Campr: an online platform introducing a new way to travel: both camping in luxury and in someone´s garden. Think of glampings, urban camping or adventure camping. www.gocampr.com
Dot: a mobile app that allows the user to give an identity to a place. In this way you can discover new places falling within your area of interest.www.dotisfun.com
Intuo: an interactive platform for companies that want to train their employees & customers. It enables companies to give the right training courses at the right time, taking each individual’s level of competence into account. www.intuo.io
On Air: a mobile app that weaves videos from different people into a single story. Travelling with friends, at a festival, everything is a story.www.getonair.co
Pith.li: the yellow marker for the internet. Pith.li enables you to highlight articles on the internet. Pith.li doesn´t save a link, but provides the essence.www.pith.li
During the coming 4 months the start-ups must take a major step forward. Their product will evolve, their team as well as their go to market strategy. The latter is an important link in the programme for the start-ups. And in order to clearly stand out from other accelerators, Telenet idealabs is forming a partnership with These Days Y&R.
Most of the start-ups are headed by technologically-trained experts. They think about technological innovation all the time, but often forget that business innovation is equally important. That’s why idealabs went looking for a partner who could help the start-ups in marketing their products. In These Days Y&R, they found the perfect DNA match.
This advertising agency, part of WPP (the world´s largest communication services group, with 179,000 employees in 111 countries), offers the start-ups a wide range of resources: infrastructure (e.g. the mobile device test lab) and specialists (marketing, communication strategists, branding and design specialists, product developers and creative technologists) as well as access to their worldwide network.
Employees at These Days Y&R can offer the start-ups advice on specific problems, or connect them inside and outside the company (think of introductions to the brands for which These Days Y&R works). In this way the start-ups can set up test cases and validate their assumptions concerning their product. Invaluable input for a young company. So they’re continuously learning from customers and building a product for which there’s genuine demand.
Erwin Jansen (CEO These Days Y&R):
"In the past, a number of These Days Y&R staff members had already worked for several of the Telenet idealabs start-ups in a mentor role. This experience demonstrated that our DNA perfectly matches that of Telenet idealabs. After all, with our own These Days Labs, we have an internal innovation department that develops creative technology applications for both clients and ourselves. Inside These Days Y&R we have the people who are necessary for achieving this on a larger scale, and moreover we’ll be looking at how we can connect the Telenet idealabs start-ups with our international network – the ambition must be to be able to capitalise on our innovation hubs , as well as establishing a direct relationship with major players such as Google, Facebook, Twitter or LinkedIn, all thanks to the Young & Rubicam Group and WPP relationships.”
Cedric Deweeck (idealabs)
“We constantly try to differentiate ourselves as a builder of start-ups, and we’re always looking for the best possible partners who can play an important role in their evolution. As an agency, These Days Y&R provides a perfect mix for us: from building brands to building digital products.”
VAB chooses communication agency These Days Y&R
Following a pitch that included both strategy and creation, VAB selected These Days Y&R.
The pitch was led by PitchPoint and after the last round These Days Y&R was revealed as the final choice.
Rik Hemelaer, Managing Director of VAB Assistance: “We took our time to find an agency we can work with in the long term for all our operations. We chose These Days Y&R because of its very strong 360-degree approach, which strikes the right balance between brand strategic considerations and business concerns. We were also impressed by the insight and structure provided by the Brand Asset Valuator”.
Erwin Jansen, CEO of These Days Y&R: “VAB is a great brand and an interesting organisation. The challenges it faces and the many opportunities it has are perfectly in line with our ambition to be the most valuable business partner for our customers. Brand positioning, branding, CRM, e-commerce, content, retail, product development and service design: we will be able to use all our knowledge and competencies. Both teams also got along extremely well right from the start.”
The collaboration will start immediately.
Erwin Jansen, CEO These Days Y&R, awarded prestigious “Master Marketer” title in Belgium.
Each year, the Belgian Marketing Foundation (STIMA) identifies a select few people who have managed to bring marketing to the next level during their career. After an intensive and long assessment, they are awarded the title of Master Marketer.
Due to his years of experience (as an entrepreneur, agency CEO, teacher and thought leader) and his current leading role in marketing, These Days Y&R CEO, Erwin Jansen, was selected to receive the title. In this role he will be an ambassador for the marketing business and serve as an example towards young marketers. Erwin Jansen is the 4th agency CEO to receive the title in the last 20 years, and the youngest so far.
In order to share their expertise, Master Marketers regularly meet to form a think-thank within the marketing business and often speak at major marketing seminars and events.
This years' selection also includes Nestlé’s Global CEO Paul Bulcke.
The official awards ceremony will take place on October 21 during a prestigious event, to be held at the BNP Paribas HQ in Brussels.