De Tijd (Belgium) – Cyriel (84) Needs a Job

Campaign Title Cyriel (84) Needs a Job
Brand De Tijd
Category A12 – The Media
Medal Gold
Agency I Do


'De Tijd' is a business newspaper that regularly publishes brochures on different topics in its weekend edition. One such brochure featured Belgian rules and regulations for pensions and retirement. It was targeted at HR Managers who are generally considered the most involved with pensions after employees themselves.


Taking care of the employee's pension is seen as a good way to bond and build relationships, but HR is a heavily mailed target group with little time for this. So the challenge was to stimulate sales by convincing as many HR managers as possible to buy the weekend edition for their employees. Many people take it for granted that they will be financially secure in their retirement, so the idea behind the campaign was to use HR, who believed differently.