Creative Belgium Awards 2017

While the focus of last year’s event was mainly about installing the new brand, 2017 saw a return to the essence of the award ceremony: Gold fever, and all the necessary glamour and glitter that comes with it.

The new campaign was hinged on the concept of ‘Gold Diggers’, a term which can be hurled as an insult or worn as a badge of honour, and communicates strongly to both in- and outsiders of the advertising industry. This ambiguous balance between braggadocios hubris and tongue-in-cheek self-mockery provided us with great inspiration for application across a multitude of media, including print, social and motion.

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