The event

Since 2016, Brussels Airport Company (BAC) has been a partner and a sponsor for the Memorial Van Damme. BAC wanted to celebrate the event and their partnership. That is why they asked Havas Brussels to develop both a print and video campaign.

The work

During the event, everyone received the Memorial Van Damme magazine. With an ad featuring Brussels Airport’s iconic ‘B’ turned into a runner’s track.

A video starring Kevin Borlée was launched online and broadcasted live at the event.

Filmmakers, the in-house production unit of Havas, made the movie. Laurent Drion from Girafeo directed it.


About 35.000 people were present. Our social media campaign yielded 7.752.722 impressions and a reach of 1.236.223. The movie itself got over 504.966 impressions and a CTR of 5,26%.

About our client – “Winning spirit”

Brussels Airport has been sponsoring sports events in Brussels for some time now. Doing so, they want to reinforce the brand. Their goal is threefold.

First, they want to create awareness and develop a close relationship with passengers. Next, they want to promote a healthy an active lifestyle. And they want to position our capital as the very heart of Europe.

Brussels Airport is a company with a personality that differentiates itself. They have a winning spirit. They always strive for excellent leadership. Their focus is on the customer. And they revere Belgian hospitality with the aim of unifying and inspiring people.

This campaign was al about that too.


More Work