Devil time.

In the 2010s, the Belgian Red Devils cemented their place as one of the best football teams in the world. I had the privilege of overseeing two major activation campaigns featuring these iconic players—first for BMW and later for ING Belgium.

BMW

The young stars of Belgium’s Golden Generation teamed up to showcase their skills in a unique Bavarian twist on a football trick: kicking a ball into the open trunk of a brand-new BMW 3 Series Touring. This playful activation highlighted the precision of players like Kevin De Bruyne and Dries Mertens, hinting at their bright futures. It also demonstrated the durability of the BMW 3 Series—built to withstand even the force of the Red Devils.

ING

By 2017, the Red Devils were at the top of their game. But while many national teams boasted mascots, Belgium had none. ING Belgium, in partnership with Mortierbrigade and the KBVB (Royal Belgian Football Association), decided to change this with a bold co-creation campaign. The initiative invited all Belgians to design the official mascot for the national football team.

The campaign launched with a humorous video featuring Red Devils players alongside television host Maureen Louys and cartoonist Jeroom Snelders. In the video, the players playfully appeal to the public for help, conveying the need for a mascot in a lighthearted and relatable way. The campaign quickly gained traction on social media, engaging fans across the country.

Guided by Maureen Louys and Jeroom Snelders, the campaign unfolded in several phases. Belgians were encouraged to submit their mascot designs, with the eventual winner seeing their creation brought to life. This collaborative approach made the mascot a true symbol of national pride, chosen by both fans and players alike.