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Copywriter.
Creative.
Creative Director at Happiness Brussels.
2X Cannes Lions Grand Prix winner.
#4 Copywriter Cannes Report 2022.
Frederik Clarysse
Decathlon - The Breakaway
The first eCycling team for prisoners. We reconnected prisoners to society by allowing them to cycle with people from outside on Zwift.
2X Cannes Grand Prix winner.
2X Cannes Grand Prix winner.
AB INBEV - The Crashed Glass
The consequences of drunk driving, served cold.
State of The Arts: -60% Culture
One day, the Minister-President of Flanders announced a funding cut for art & culture. A few hours later, we hit back.
SPA - Placeb'eau
Belgians love taking pills, but they don't drink nearly enough.
So we launched Placeb'eau. A miraculous pill that has to be taken 8 times per day... with a glass of water.
So we launched Placeb'eau. A miraculous pill that has to be taken 8 times per day... with a glass of water.
Euromelanoma - Skin Memories
The way a skin mark changes over time, is crucial to determine if a skin mark is malignant. To remind people to check year after year, we used Memories, a Facebook feature, in an unexpected way.
Lidl Sounds Horrible
Halloween campaign for Lidl. My role: creative director.
Parents of Road Victims - The Road
7% of Belgian drivers stream series or movies while driving. So we made a trailer that encourages bingewatchers to watch The Road.
Lidl - The Value of Fresh
Emphasizing the value of fresh by putting a price on it... or at least trying
Lidl - Seven Fennels and Raspberries
On Valentine's Day 2021 supermarket Lidl created a bouquet of vegetables and fruits instead of flowers. For the occasion, we brought back a romantic song from the seventies, and replaced carnations and roses with fennels and raspberries.
AB INBEV - Pintje, Sam?
4 years before Dylan Mulvaney, Jupiler, an AB InBev brand, honored a transgender rockstar. But this one went better.
Flemish Actors' Guild - Ads about Nothing.
In Belgium, all actors do voice over work. During the pandemic, this became their only source of income. To help them, we got brands to record ads about nothing.
Benetiet - Win a Breast Reconstruction.
We turned a horrible campaign
into one that helped thousands of women get a breast reconstruction.
into one that helped thousands of women get a breast reconstruction.
AB INBEV - Drive Responsibly.
Alcohol ads have a legally obligated "drink responsibly" message. But car ads don't have a "drive responsibly" message. We fixed that with some clever media buying.
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