Anneleen Vaes

Category: Advertisement

  • A stand-out streaming pack for Telenet

    A stand-out streaming pack for Telenet

    In this day and age of streaming, you have to stand out when promoting your streaming pack. That’s exactly the approach we took when advertising Telenet’s Netflix & Streamz combo.

    For the second year in a row, Telenet did a mash-up commercial where both streaming services came together. Think Nonkels’ Rik Verheye and Chantal’s Maaike Cafmeyer in Squid Game. We got the task to translate that to the consideration and conversion phases for display and social.

    Copy wise I focused on highlighting the perks of this combo: access to a library of international toppers AND local tv series at a low price, combining it here and there with some West-Vloams for some extra fun. We combine that with stunning visuals of both actors in Squid Game gear. And there you go, the perfect translation of the above-the-line campaign to digital.

  • Leveraging AI for BASE

    Leveraging AI for BASE

    Remember those days when a client asked you to come up with something visually refreshing with the same old tired visual database? And you probably got completely stumped by the thought of using that one visual for the tenth time?

    Well, that was exactly the conundrum we were in for telco client BASE. And let’s face it, it’s a reality we all get confronted with at some stage of our advertising career. Well, I know I have been in that pickle at least once or twice before. Money’s tight and so are client budgets. But still a client loves to see something new and fresh. 

    We surpassed this conundrum by levering the power of artificial intelligence. The idea was simple. Bring forward the wow-factor of the low prices telco player BASE were offering. To get that across we used a combination of Runway, OpenArt and Midjourney. With these tools we altered the images from said database and brought them to live for display, social media & online video. By combining it with powerful copy, we really brought it home.

    Like I said, I’ve been down this road before with other clients. Definitely check out my work for Nissan, as we also used a lot of generative AI to expand on their visual database.
  • Challenging the energy market with Pixie by TotalEnergies

    Challenging the energy market with Pixie by TotalEnergies

    The energy market in Belgium is a tricky one. With their budget energy package, Pixie, TotalEnergies wanted to go all in on a challenger tone-of-voice and look and feel. They asked, we delivered.

    Price and an all-digital product were the two USPs we highlighted in this campaign, both visually and textually. Language wise, I opted for nononsense and direct, to stay close to the young target audience for this package.

    On top of that, I also worked on bringing the campaign images to life with AI in Luma.

  • From The White Lotus to TikTok culture: W Hotels launches new content series

    From The White Lotus to TikTok culture: W Hotels launches new content series

    If entertainment is the name of the game, let’s go all the way. That’s probably what they thought at W Hotels with “The Retreat”. A content series from the hotel chain that seems to be taking lessons from HBO’s The White Lotus and The Group Chat series from TikTok influencer That Girl Syd Jo.

    I’m guessing I don’t have to explain the first one. In the latter we follow the drama that unfolds in a friend group through their group chat. Influencer Sydney Jo garnered overnight success with this format and it seems to be inspiring W Hotels, as “The Retreat” follows a group of twenty-somethings during their drama-filled vacay at the W in Thailand.

    @thatgirlsydjo The Group Chat: Season Finale #groupchat #friends #drama #tea ♬ original sound – Sydney Jo

    Currently, they’ve only released a teaser of the series, but it seems to have a high production value, although I’m not sure the acting is all up to par. But even that seems on point with internet culture if you take into account the numerous sketches that flood TikTok, where bad acting is the point.

    It’s definitely a switchup from all the brands that were jumping onto the unhinged content bandwagon (thank Duolingo for that, RIP). Refreshing to see that W Hotels is taking a risk with a series that seemingly has a high budget behind it. The hotel chain already stands out to me. In terms of organic content, I feel like they really hit it out of the park. So I’m curious to see how this trip will pan out.

  • Nissan

    Nissan

    Making electrification accessible and exciting for everyone, that’s what Nissan set out to do with their Ambition 2030-plan.

    As you can imagine, social media plays an important part in creating that excitement and that’s where I came into play. As a content creator, I come up with the post concepts, set up the content calendar, write the post copy and guide the production process.

    You can find some of my favorite posts here:

    X-Trail camping list
    X-Trail Lunar Eclipse
    Ariya Accessorize Me
    Accessible cars are my jam apparently: check out my work for Italian automotive brand Fiat here.
  • Beko

    Beko

    How do you turn a home appliance brand into a love brand on social media? You start with the base: a good content strategy. When I started on Beko, there was no real content strategy set in place and that was the first thing I lobbied for.

    In collaboration with the content strategist and the creative lead, we came up with the umbrella “Common sense”, as Beko offers consumers qualitative products at a good price point, all the while being sustainable and making your life a little easier.

    Each month I created content based on that umbrella, within a certain theme. Here are a few of my favourite content pieces for the brand:

    If you think about it, you could call Beko a sponsor of the everyday life with their home appliances. And another sponsor of the everyday life I worked for is P&G, check out my work for them here.