Wednesday, December 25, 2013

Belgium doesn't need mountains


During my senior year at Plantijn College, I took an elective on sports marketing. A common theme was that, in Belgium, mainly soccer and cycling receive sizable sponsorships and media coverage. The Red Devils, with their tantalizing potential and qualification for the World Cup in Brazil next year, are the nation's darling by a landslide, but, as of late, other sports are getting some marketing love also.

The above promo by BBDO is a great example.

The ad shows support for our winter athletes and is beautifully, and patriotically, set to Jacques Brel's 'Mijn Vlakke Land', underscoring the fact that our athletes excel even without proper practice opportunities. The featured 2014 Winter Olympic hopeful is Seppe Smits, a 22-year old snowboarding phenom, shown ripping the historic slag heaps in Genk. 

The whole room went quiet when it came on TV earlier this week. Much respect to the BOIC for this.

Seppe Smits and the Belgian winter athletes for Sochi 2014

Go Belgium!

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