Opening doors for Belgium

Brand Activation

DDMC

“Embracing openness” is the baseline of the new international branding campaign for Belgium. Working with DDMC, we thought about a way to bring this vision to life. As innovation was a key pillar in the campaign, we came up with an AR experience that could be used at events where Belgium needed to profile itself. The idea of a door that opens up a new world was born.

For the love of chocolate

That new world is of course not entirely new, it’s an overview of what Belgium has to offer. The advantage of creating a virtual world is that it is available everywhere. The activation was used for the first time during the World Cocoa Conference. Our developers and content creators were inspired by a chocolate store in Brussels and created a virtual one that included facts and figures about Belgium’s chocolate industry and products. All of the development and research was done in-house - our team even started dreaming about chocolate mountains.

Knock knock

We love to mix the virtual and the physical world, that’s why we also built a real-life door that activated the AR experience once a person stepped through it. The contrast between a plain white door and the vibrant digital world that emerged through an iPad made a strong impact.

The Olympic Games in Paris were another great opportunity to showcase Belgium’s talents. We developed a second virtual world based on a stadium showcasing different innovations such as cycling and horseracing. The King and Queen of Belgium launched the activation during the opening of the Belgium House.