Category B01. Books
Idea Creation LDV UNITED Antwerp, BELGIUM
Media Placement MEDIA*A Auderghem, BELGIUM
Production LDV UNITED Antwerp, BELGIUM
Name Company Position
Dennis Vandewalle LDV United Creative Director
Dries De bruyn LDV United Creative Director
Jannis Min Jou LDV United Art Director
Thomas De Boeck LDV United Copywriter
Dimitri Mundorff LDV United Client Services Director
Julie Oostvogels LDV United Account Director
Innie Tran LDV United Account Manager
Pieter Van Schil LDV United Account Executive
Jef Raeman LDV United Strategy Director
Jeffrey Uten LDV United Design Director
Sandra Wulffaert LDV United DTP


The Mitsubishi cars are extremely robust and reliable. We wanted to show that they were not made to shine in a showroom, but they are built for the not so perfect reality of everyday life. At the same time, as a smaller brand, we were faced with the challenge of re-generating PR after all media attention our 'Built for Belgian roads' campaign had. To keep budget cost rather low, we launched a competition so our book was compiled of user generated content. We also kept our book editions limited to 300 copies because we wanted the book the be exclusive and a collector’s item.

Describe the creative idea (40% of vote)

Sometimes you need to look at things just slightly different. Everybody nags about our Belgian roads, but Mitsubishi Motors sees the beauty in it. We like the Belgian roads because our SUV’s can conquer all these potholes and cracks. Our tough cars flourish on them.

Describe the execution (40% of vote)

We challenged topphotographers such as Jimmy Kets and Bieke Depoorter to capture the pitiful beauty of our Belgian roads. Afterwards we challenged amateurphotographers via and social media to participate. Everyone with a somewhat decent camera or smartphone was given the opportunity to see their photo bundled in our book alongside images from true top photographers. Out of more than 700 entries, the jury, led by Carl De Keyzer and Ingrid Deuss, selected 45 images for 'The Book of #BelgianRoads’. When the winners were chosen, our designer had to bundle them in one book. The challenge was to keep every image the same scale and angle they were taken in because that’s how the photographer captured the beauty. We didn’t adjust the photos and left them exactly how they were sent to us. The book's release was supported via PR, posts on social media of participating photographers and influencers.

List the results (20% of vote)

We got more than 700 online entries and 87 social media appearances thanks to honoured photographers. Furthermore, we got a lot of media coverage in various newspapers, blogs and magazines. And it was also tipped by specific media as a must-have collector's item or gift tip. We had 31 press clippings vs a KPI of 13. We had total reach of 10.449.966, which is over double our KPI of 5.000.000. "The Book of #BelgianRoads" was also sold by quality bookstores Passa Porta and Copyright. We had 300 copies made to keep it exclusive and they’re sold out. On top of that, our total ad value was €226.715 vs a KPI of €150.000. And last but not least, Mitsubishi had 30% more requested offers compared to last year.