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As part of its Digital Wallonia 4.AI programme, specialist digital unit Agence du Numérique has two objectives: the first is to assist businesses in adopting artificial intelligence, while the second is to remove the mystique surrounding AI among the general public. Indeed, artificial intelligence is the subject of many fantasies worthy of Hollywood scenarios. The reality is quite different and that is precisely what Hungry Minds has aimed to demonstrate.
The creative approach is based on two facts: firstly, AI is already part of our daily life and we have learned to live with it; secondly, it is not destined to replace humans, but rather to increase our potential.
As a result, through a series of visuals and 3 TV adverts, the campaign highlights simple, low-added value functions that AI can handle, while enhancing humans’ roles, allowing them to focus on what is essential. AI is thus a tool that allows us to save time for what really matters, namely for what makes people irreplaceable.
This summer, Hungry Minds launched a major campaign on the social networks to highlight the 3 Chimay Blonde pale ales. To do this, the agency drew up a 10-question on-line personality test to determine the pale ale that matches each person. In addition to the result, participants were then able to get access to a Spotify playlist inspired by the character of their beer.
On completion of this questionnaire, during the entire month of July, participants could also enter a competition whose prize differed according to their place of residence. As a result, 2 lucky Belgians won an exclusive weekend in Chimay in the company of 5 of their friends, with, among other things, a meal cooked up by chefs Arnaud Delvenne and Jelle Beeckman. As for participants living in France, the Netherlands and Italy, they could win one of the 100 collector t-shirts available in their country in the colour of their favourite pale ale.
This campaign met with a resounding success, exceeding our own expectations, as the figures below demonstrate:
From 26th June to 15th September:
From 1st to 31st July:
TEC has noted an increase in fraud and failures to validate tickets onboard its vehicles and has therefore decided to reinforce inspections. In order to inform its customers, the public transport operator has commissioned Hungry Minds to produce an awareness campaign.
Given the sensitivity of the issue, the agency has opted for a humorous approach. As a result, the print visuals are promoting a new fare at the crazy price of € 300 per journey, which is the maximum fine imposed on offenders. As regards the TV/cinema advert, it features a naïve traveller and a ticket inspector who at first appears stern, but then who turns out to be nice.
Through this creative approach, Hungry Minds clearly shows the risk taken by forgetful travellers while at the same time highlighting the friendliness of the inspectors. The campaign is present on posters on buses, OOH, DOOH, on radio, the social networks, TV and in cinemas.
For the 3rd consecutive year, BeWaPP and Hungry Minds are talking up the Cleanness Marathon.
This year once again, BeWaPP is joining forces with the police, public service agency SPW and no less than 110 municipalities in Wallonia to fight against incivility.
During this initiative, inspections and fines for littering will be reinforced. Furthermore, awareness-raising among the public and educational initiatives for children during the week of 16th to 20th October are at the heart of this campaign.
The idea is to focus on issuing fines in order to show that such incivilities have consequences and that there are agents doing rounds who have the power to issue these fines.
Through the simple but efficient message, “Our agents are out and about”, we are putting the spotlight on our agents as cleanness heroes, via a cinematic approach.
The campaign will be broadcast on TV, visible on posters as well as digitally, and will be widely relayed by local authorities thanks to a platform set up to share a communication kit.
In Belgium, partially-sightedness affects more than one person in 100, 10 times more than blindness. However, the general public are not well aware of it. This is chiefly because partially-sightedness is a disability that cannot be seen.
To raise public awareness and provide visibility about the visually impaired, Hungry Minds has devised an immersive campaign. After meeting 4 visually impaired people, the agency created Plexiglas panels that reproduced their specific vision as faithfully as possible. In collaboration with VisitWallonia, these panels have been placed in emblematic locations in their region: in Thuin, in the Hanging Gardens; in Bouillon, at the Giant’s Tomb; in Namur, at the Citadel; and in Brussels, at the summit of the Mont des Arts hill.
Tourists and passers-by can thus gain a better understanding of the daily lives of visually impaired people. The installations are accompanied by an explanation and a QR code containing a link to the testimonial of the person whose view is represented.
Alongside this action, an online campaign was also organised via the creation of Instagram filters. Each filter represents one of the four main forms of visual impairment. These filters, highlighted by content creators, allow users to try out this experience wherever they may be.
This campaign’s objective is twofold: on the one hand, it puts visually impaired people in the spotlight during Vision Week, and on the other, it reminds the general public to keep an eye on their eyesight, in particular by consulting an ophthalmologist regularly.
With advances in technology, there are more and more scammers on the internet, with ever more elaborate stratagems. By posing as official companies, they try to steal the data and money of the most unsuspecting people. To fight against this phenomenon, the specialist digital unit Agence du Numérique (ADN) has decided to launch an awareness campaign with Hungry Minds. This campaign marks the start of a collaboration between the two partners following the bid won earlier this year by the Namur-based agency.
The TV advert, also available in a longer version on the social networks, features an ordinary Internet user who clicks unsuspectingly on a notification just like those that everyone is receiving at an increasing rate. Instead of innocently tracking his alleged parcel, the unfortunate man sees all his furniture disappear and is completely dazed. To avoid such a mishap, we invite the general public to find out more on the Cyberwal platform, developed in partnership with the digital agency Epic.
This campaign is also present on 2-m² billboards and posts on the social networks.
A second phases is already underway and will be ready by the end of the holidays!
Following an initial advertising campaign last June, featuring an unsuspecting internet user who gets a slap in the face digitally speaking, the Agence du Numérique and Hungry Minds have done it again!
With Proximus, Febelfin, TEC, ING, itsme, etc., this time many players from the private and public sectors have joined in to help show how on-line scamming attempts are developed. As a result, you may have seen “Pruximus”, “IMG”, “TIC” or “Belfefin” false advertisements popping up in town or on social networks. Their purpose is to alert you to the need to think carefully before clicking on a suspect link. The general public is also invited to find out more on the Cyberwal platform.
To highlight the players in the social economy in Wallonia, W.alter and the Hungry Minds agency are inciting citizens to display their disloyalty to super-profits.
Avoiding compulsive online clothes shopping and instead trying second-hand purchases, not always buying your vegetables in supermarkets and trying short distribution channels, saying no to fossil fuel suppliers and trying out a cooperative, are all just some of the ways in which you can show your disloyalty to super-profits.
The campaign can be found on TV, via digital channels and on the radio, as well as through an activation campaign in which people on the street are question about their disloyalty (to super-profits, of course).
VISIT Wallonia, in charge of promoting tourism in Wallonia, is launching its summer campaign in collaboration with the Hungry Minds agency. This campaign is an opportunity to assert a strong and unique position: in Wallonia, you are close to everything!
Compared with other foreign tourist regions, which sometimes offer the same scenery over hundreds of kilometres, Wallonia has one great advantage: the many experiences it offers are all very close together. This is the message that Visit Wallonia wants to plant in the minds of Belgian tourists and visitors from neighbouring countries.
The TV advert, billboards and other digital versions take us from one thrill to another in an instant.
The campaign will change with the seasons, with a winter version already in the pipeline.
The battle for talent is in full swing and TEC is aiming to win the hearts of 650 applicants over the next few weeks. To do so, the Wallonia public transport operator has called upon its advertising partner, the Hungry Minds agency.
TEC has pulled out all the stops to attract applicants, with a campaign that includes live and catch-up TV, radio, cinema, on-line on the social networks (Facebook, Instagram, LinkedIn, YouTube) and on displays. The campaign can also be seen on TEC buses and on 2-m² posters. This high level of media coverage is due not only to the territory involved - the whole of Wallonia - but also to the 120 professions offered by the TEC. Meticulous targeting has been developed for digital media, while on mass media the diversity of the professions is showcased.
A friendly atmosphere reigns within the TEC teams. This is the spirit that the Namur agency wanted to highlight in this campaign. It depicts colleagues who work with spirit... so much so that they act as if their new colleagues were already there. The message is that the spirit is already there and that you are all that is missing!
To continue efforts in positioning the EXPRESS lines, TEC’s premium service, the agency has created a new campaign.
This campaign conveys TEC’s promise to its customers: to offer a comfortable service that gives each passenger “time out” so that they can get away from things, read, daydream, play or listen to music. In short, to simply let themselves be transported elsewhere during all the time spent on their daily journeys.
To underpin this concept, Machiavelli's iconic piece of music 'Fly' has been reinterpreted.
TEC's EXPRESS service has been a growing success for several months now, with a satisfaction rate of over 80%. New lines will be created in 2023, because with each customer climbing on board, this means one car less on the roads and motorways of Wallonia.
Campaign elements :
Following a call for bids issued by APAQ-W which was won by Hungry Minds, the Namur based agency has developed a campaign to promote Walloon butter.
The programme includes point-of-sale and DOOH posters, content for social networks, sponsorship of the RTBF cookery programme "Les Étoiles du Chocolat", which is broadcast at the end of the year, a double page spread in the "Elle à Table" magazine and, last but not least, two 20" TV adverts. This major media plan is designed to highlight the work of our producers, just a few weeks before the crucial Christmas and New Year period.
For this campaign, Hungry Minds has chosen a quirky but sincere tone. The campaign features a heavy metal fan and a sportswoman who, once in their kitchen, put all their heart and soul into preparing delicious creations that will delight their guests and loved ones.
The print visuals were photographed and adjusted by Antoine Melis. They have also been slightly animated to bring the JC Decaux digital displays to life. The TV advert was produced under the supervision of Laurent Bousse.
Les éléments de la campagne :
As we all know, the war for talent is still going strong, especially when it comes to recruiting nurses. The CHU-UCL teaching hospital in Namur are all too well aware of this.
The COM and HR teams have called on the Employer Branding skills of the Hungry Minds agency to launch this recruitment campaign.
The starting point was that just because there is a shortage of nurses, this does not mean that just anyone should be hired. The campaign insists on the soft skills required to be part of the team and ambiance at the University Teaching Hospital, one which is at the cutting edge of modern medicine for the well-being of its teams.
The campaign includes street advertising, digital adverts and a grassroots activation campaign.
To prepare for the start of the new school year and the return of young TEC subscribers to the buses, Le TEC and Hungry Minds have come up with a campaign that goes straight to the gut of parents of teenagers.
The idea is to portray a reality shared by parents of children aged 12 to 18: having a teenager at home is not always easy.
Of course, the bus drivers don't promise to solve all the little problems of parents' daily lives, but they have their own way of giving them a helping hand.
Every year, more than 250,000 young people aged 12 to 18 take the TEC to school... And twice as many parents are relieved!
Video link: https://vimeo.com/728867853/e9a4965beb
The Haute École de Namur-Liège-Luxembourg has chosen Hungry Minds to develop its new image campaign. Deployed in posters on buses, on social networks and in spots on Spotify and Deezer, the campaign features the talents of tomorrow in an authentic, uninhibited and confident attitude.
Just like Hénallux's philosophy, the students are put at the centre of the communication. The message is both humble and positive, as the school presents itself as a catalyst that will allow students to have everything in hand, not only to adapt to the evolutions of our society, but also to be its driving force.
Unfortunately, racism is still very present in our society. And at the origin of major discrimination phenomena, we often find little jokes, not at all funny and full of prejudice.
Racism is ageless. How can we make secondary school students aware of the issue of racist prejudice?
To raise awareness, Hungry Minds chose to use a social experiment, conducted in 3 secondary schools in the Wallonia-Brussels Federation. Pupils were able to attend a tattooing session on the school premises. At first amused, they were then able to measure the seriousness of what was happening in front of them. There were no tribal motifs or butterflies. The tattoos represented "racist jokes" that are thrown around for laughs in class. Deeply shocked, the students were able to make the connection between these inappropriate phrases and the lifelong impact they have on those who hear them.
In the wake of this social experiment, the after movie of which is broadcast on social networks, Hungry Minds has also set up a poster campaign, an Instagram account and a website, pasdrole.be, whose mission is to gather and then deconstruct racist prejudices. Pupils can contribute to the platform with sentences they have heard or experienced. A panel of experts analyses each contribution before deconstructing it with scientific rigour.
Finally, the campaign is also available on TikTok and Instagram with influencers on the principle of "Try not to laugh" challenges. Several comedy sequences follow one another, the aim being to resist the urge to laugh. A racist sketch is inserted into the sequences. The influencer is then shocked and invites his community to stop laughing at racist prejudices.
Video link: https://vimeo.com/689700251
Chimay's Trappist beers, appreciated throughout the world, no longer need to be introduced. On the other hand, Chimay's Trappist cheeses would benefit from being better known.
Like the beers, the Chimay cheeses have the Trappist label. This is a guarantee of quality, but also of solidarity. Indeed, Scourmont Abbey donates most of the profits from the cheese factory to mutual aid. This is how the concept of "A Chimay for a change" was born. Not only to change the beer, but also to change things, on its own scale.
On radio, digital TV, social networks and news websites, Hungry Minds promotes the solidarity aspect of Chimay cheeses, by giving a voice to the farmers of the region who supply their good milk to the cheese dairy.
On social networks, we play on the confusion between a Chimay beer and a Chimay cheese by transposing cheese into the world of beer: cheese cubes in a Chimay glass, a range of cheeses presented on a coffee tray, cheese on a coaster, etc.
Finally, the campaign is accompanied by a couponing action at the point of sale to allow everyone to rediscover Chimay's know-how.
Because a cheese that uses local milk and donates most of its profits to social aid, that's a real change!
Video link: https://www.youtube.com/watch?v=P4AAS8vztVg
In a context where plant-based milks are becoming more and more seductive and deliberately creating confusion about their “natural” compositions, the challenge here was to shout loudly and creatively that milk from agriculture is naturally good.
What if a famous Walloon chef did some "air-cooking" and offered us his personal recipe for a glass of milk... without ever adding anything to it.
In the second year, another video spot was made: the prequel of the first
one - featuring the whole preparation of the first one.
This very visual campaign was integrated in TV and OOH.
According to a survey, this campaign was highly appreciated for its originality, simplicity, and effectiveness.
The release of a new Trappist beer is always
an event that raises a lot of expectations.
The agency Hungry Minds therefore decided to warm up Chimay and beer lovers on social networks for the new product. The teasing put the natural area of Chimay in the center.
Activation in the middle of the covid is possible!
The agency also found a way to create a trendy, meaningful and covid-free activation!
The idea is to take Chimay fans on a walk to discover this new beer.
A 10 km walk in the heart of the beautiful Chimay woods, 10 km like the 10 degrees of this new Chimay Green.
Taking the Chimay fans to the source, to the heart of the region, to the gates of the abbey,
is the best way to tell the story of the authenticity of Chimay.
100 fans had the privilege of tasting it before everyone else.
A launch embodied by a video reveal.
This new Trappist beer, Chimay 150, is presented in a video reveal. And of course in all variations on other touchpoints.
Incite the Walloons to consume Walloon wood ...
without being able to say to the Walloons to buy Walloon wood.
The European legislation putting a whole series of restrictions of communication in the use of their subsidies.
So, if we can't mention Wallonia ...
we will feel its accent.
This campaign had two phases over two consecutive years: a first phase of awareness in TV, radio & OOH and a second phase of activation in social media & magazine press.
In two years, the Bois Local label has gained a real notoriety among the Walloons. This campaign won the Grand Prix of the Wallonia-Brussels public complication.
(Y)our communication challenges are bigger and more complex.More than ever, the answer is simple: creativity!
We are a creative lead agency.We tackle communication challenges with big, simple ideas.We are focused on rocking your funneland changing your persona into advocates,thanks to efficient & fast-integrated campaigns.
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to build a strong communication strategy?
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Want to tell a strong brand story?
"We are always someone else's challenger."
It’s with this philosophy that we build strong collaborations with our customers.
It’s this exact same philosophy that has made the agency grow for more than 20 years.
Jérémy PaulCreative Director
Augustin FievetVideo Editor
Florine MinsartAccount Manager
Sophie WoillardChief Finance Officer
Jérôme RendersFrontend Developer
Jérôme VandewatereChief Operating Officer
Camille LafontaineCreative Designer
Pauline ThonnartAccount Manager Senior
Zélie RemacleProject Executive
Camille DeruAccount Manager
Damien RondayChief Creative Officer
Emmanuel BriardChief Executive Officer
Aurélie de VilleCreative Designer
Stéphane HenryChief Business Officer
Stanley LambotBackend Developer
Cassandre DemeureCreative Designer
Geoffrey HanotCreative Director
Vanille DelaiteDigital campaign planner
Yves CompereCreative Designer
Ilayda YükselCreative Designer
Lauranne GoffinAccount Executive