Following a last-minute media opportunity, TEC set its favourite agency a challenge: to write, film, edit and deliver a TV commercial within one week. That is all it took for the agency to put its teams to work and surf on the wave of the latest sporting news. The aim: ​ to boost the Walloon public transport operator’s recruitment campaign. ​

The idea of taking advantage of the ‘Thibaut Courtois affair’ (the goalkeeper’s surname is French for courteous) quickly came to the minds of the creative team, with a strong, quirky message: “Unlike the national coach, at TEC, if you are courteous (like Courtois), we will be sure to pick you”.

It is a message with a somewhat provocative tone but one which will appeal to football fans and future bus drivers, mechanics, IT specialists, engineers, etc., as long as they are courteous! With 800 jobs available this year, team spirit will also be important.

The campaign included TV commercials broadcast during the matches at Euro 2024.

 

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