Creative Belgium Awards 2018

For 35 years now, Creative Belgium has been awarding Belgian Creativity in advertising and design. In 2018 we celebrated this anniversary with a bang at the annual Creative Belgium Awards ceremony.

Three years ago we were commissioned by The Creative Club of Belgium to do a rebranding and took out the ‘Club’. For this year's anniversary edition we took the brand back to the club. But not as you know it. To celebrate 35 years and round off a reorganisation effort started in 2015, we designed a campaign that recalled the visual style of a true techno club. Focusing on the celebratory aspect of this edition the entire campaign had the feeling of one big banging club night. From the first teasing social posts to the awards ceremony and party, it all came out banging like a four to the floor beat.

The campaign identity we designed in stylish black and white and emulated the vibrancy of dance music with echoing typography and a dynamic set of visuals. This provided static print material with a sense of motion that otherwise could only be experienced in motion design. Over the course of 6 months we designed a wide range of communication items, from posters, social media assets, a website, motion design for screens at the awards show to spatial design at the event. Approaching the campaign as a brand allowed us to consequently apply a coherent brand image across all channels at all stages of the campaign. We were able to cover all details in the same style, from all main campaign assets to art direction of the jury pictures or animating the award show motion bumpers. We went all the way on this one, even composing a techno anthem that was used on the website and at the awards show. We took Creative Belgium to the club and had a blast doing it.

Website development by Matthias Deckx.
Event photography by Sara De Graeve.

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