Category A08. Leisure
Production ADULT IMAGE Brussels, BELGIUM
Name Company Position
Koenraad Lefever Duval Guillaume Creative Director
Dries De Wilde Duval Guillaume Creative Director
Arnaud Bailly Duval Guillaume Creative
Kareld De Mulder Duval Guillaume Creative
Dorien Van Antwerpen Duval Guillaume Account Manager
Jessica Danese Duval Guillaume Account Director
Marc Van Buggenhout Prodigious TVC Producer
Erik Bulckens Adult Director
Tatiana Pierre, Charles Kinoo, Brechje Depourcq Adult Producers
Pieter Van Alphen Adult DOP
Simone Rau Adult Editor

Why is this work relevant for PR?

With 'The Loyalty Test'-campaign, we decided to put 3 football fans to the test during the annual winter break of the football season. Whilst teams have a lot of money to bring in new star players during this period, we however setup a stunt to bring in new fans. Sports media are reporting about the transfers of players and the huge amounts of money that are attached. Bundesliga wanted to use this moment to show that the loyalty of the fans is priceless.


The Bundesliga is Germany's primary football competition, the football league with the highest average stadium attendance worldwide and watched by millions of football fans around the world. During 3 weeks of winter, the competition is interrupted and attention shifts towards the transfer window (‘mercato’) with clubs willing to offer a lot of money for star players to change colors.

Describe the creative idea

During a 'loyalty test', we made fake football agents offer 3 die-hard fans of the most popular Bundesliga clubs a lucrative transfer from their team to a rival club. A hidden-camera stunt to illustrate the love, passion and dedication supporters have for their club – something money can’t buy.

Describe the strategy

With the ‘Loyalty Test’ we made a compelling piece of entertainment, newsworthy to publish in times in a period where big transfers make the headlines. The timing of 'The Loyalty Test' was crucial: the winter stop is a period filled with transfer news about players in the Bundesliga. The film was sent in avant premiere to the most active sport journalists who were actively covering the ongoing player transfers. The campaign objective was to activate the global football loving community around the restart of the Bundesliga season after winter break. Within this context, we used the official Bundesliga Facebook page as a central element in the campaign. It allowed us to divide and tailor distribution of our video content towards a primary specific group of fans of all the Bundesliga clubs, and a secondary broad target group of football fans all over the world.

Describe the execution

The stunt took place in business hotel in Düsseldorf, 3 die-hard fans were invited for a "TV interview" about fan loyalty but walked into a hidden-camera prank. They were offered to switch teams and be ambassador of their most rival club. They were offered big amounts of money and even a car. The whole prank was filmed by 8 different cameras, with fellow supporters and friend also being in on the prank.

List the results

The film was launched globally on January 3rd, 10 days before the second season half of Bundesliga started. - Globally over 130 million fans engaged with the campaign. - Bundesliga gained 1 million new fans on their Facebook page. - On the Facebook page of Bundesliga, the film had 2,9 million views, was shared 6.600 times and received over 49.000 likes and 160.000 comments. It was picked up on Prime TV in Germany, Brazil, France and many other markets.

Dreamy and slightly surreal, Ice Skaters for Ikea from CZAR Brussels

Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work. 

How do you make an idea work when your entire media budget is pulled, a week before launch?

The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.

The gin, the city, the song and the search for the special colour of Seville

PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.

Final Entry Deadline: 22 October

The Eurobest Awards is the benchmark for creative and effective branded communications in Europe.

For the past 32 years Eurobest has set the bar for Europe's creative communications industry, enabling those who push the possibilities of creativity to compete locally and be recognized globally.

Find out what's new in 2020

Juries announced

The names of the jurors for Eurobest Awards 2020 have been announced. All leaders in their respective fields, they encompass a wealth of creative expertise, skill and talent.

This year, our jurors will be judging the work online. We're adapting our robust and rigorous judging system to an online environment, while retaining our commitment to inclusivity and in-depth debate. As always, the work will be given the time, recognition and platform it deserves.

See the Juries

Get the Eurobest Evolving Trends Report

Full of useful insights and commentary, the Eurobest 2020 Evolving Trends Report revisits five key trends in creativity that emerged in 2019. With predictions from 2019 Jury Presidents and opinions on last year's winning work, we ask, “Where were we then? And what’s next?” across five key areas.