Winners & Shortlists


Entrant Company BBDO BELGIUM Brussels, BELGIUM
Advertising Agency BBDO BELGIUM Brussels, BELGIUM
Name Company Position
Sebastien De Valck BBDO Belgium Creative Director
Arnaud Pitz BBDO Belgium Creative Director
Frédéric Delouvroy BBDO Belgium Art Director
Michiel Baeten BBDO Belgium Copywriter
Isabel Peeters BBDO Belgium Account Supervisor
Robin Carpels BBDO Belgium Account Manager
Eric Leurquin BBDO Belgium Head Of Design
Guillaume Janne BBDO Belgium Designer
Jeroen Bourgois BBDO Belgium Programmer
Kris Van Herzeele BBDO Belgium Programmer
Jonathan Pardon BBDO Belgium Programmer
Pieter Michels BBDO Belgium Programmer
Jeroen De Pelsmaeker BBDO Belgium Programmer

The Brief

Brussels Airlines is the official sponsor of the Red Devils, the Belgian national football team. Two weeks before the World Cup Football, Brussels Airlines wanted to give away two seats on the official airplane that would fly the Red Devils to Brazil. They were looking for a way to directly touch the massive amount of football fans in Belgium and make them engage and become fans of Brussels Airlines.

Creative Execution

Being briefed by Brussels Airlines to find a direct way to give away tickets to the World Cup, we had two elements to work with: airplanes and football. We combined those two and created a unique interactive experience called Flightball. This online game was a fun and engaging way to speak to the millions of football fans in Belgium and make them fans of Brussels Airlines.

Describe the creative solution to the brief/objective.

We invented an online game called ‘Flightball’. Flightball is online football played in real-time by the airplanes that are flying above Belgium. We installed antennas throughout Belgium letting us track every airplane in the sky, live. Then we used this real-time data to virtually place airplanes as players above the field: Belgium. Lastly we dropped a virtual ball in the middle of the field, making Flightball ready for kick-off. Like in real football, when the ball got kicked in your opponent’s goal, you won the game. Flightball was announced with print ads, digital billboards, online banners, and through social media.

Results got 32.829 unique visitors and 20.675 games were played. During the contest period, there was a constant average of 200 players on the website. The average time people spent on was 3 minutes and 4 seconds. The game even got picked up and tweeted by Belgian star football player Romelu Lukaku.