Copywriting Archieven - Anneleen Vaes

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.

25 June 2025

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.

20 June 2025

Burning questions for BNP’s Young Talent Awards

With the Young Talent Awards BNP Paribas Fortis celebrates young filmmakers. And for the 2024 edition the brand wanted to focus on short form content, as that really appeals to their target audience. They came to us for support on just that.

My part? I came up with the concept and script of one of those short form vids in the teasing phase: a video where we asked the nominees some burning movie questions. A fun little project that was nice to see come to live.

20 June 2025

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.

19 June 2025

VOKA for small businesses

VOKA represents Flemish entrepreneurs of every shape and size. But those entrepreneurs? Turns out they don’t always know that they can count on VOKA. The perception is that the employers’ organization represents big companies, not small businesses. That’s exactly what they wanted to change with this lead campaign.

For the first concept, we wanted to make it very clear that we were targeting small businesses, so we focused on an important topic: business growth. We went for a very organic approach with a key visual of an office that’s growing in the grass. We combined it with the tagline “Lanceer je groeispurt”.

Concept 2 is more about the support VOKA can give you as a small entrepreneur. It’s all about the copy. We played around with the VOKA brand shapes and mixed that with the tagline “Trekt uw plan. VOKA trekt mee.”

18 June 2025

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: