ACC: From Zero to Hero

BBDO/TBWA/Ogilvy/Dallas

Background

In 2011, ACC (Belgian Association of Communication Companies) and it's sponsor bpost (Belgian Post Service) realized Direct Marketing (DM) was no longer top-of-mind in the Belgian advertising industry.

So the brief was to give DM a boost in Belgium by showing that DM can be creative and by stimulating agencies to be more creative in DM in the future. A brief that 4 people from 4 different Belgian agencies worked on after agency hours.

National context of the campaign

The proof of success for communication companies has always been through winning awards. Belgian advertising agencies have proved over the years to be very strong contenders for winning at the prestigious international award shows.

The last few years, influenced by the growth of the internet, there has been an obvious shift within agencies towards digital. This shift is not only noticeable within the agencies, but also in the categories and award shows agencies compete in.