Project overview
As Creative Director for DAZN Belgium, I led the development of a campaign that reframed the Jupiler Pro League Playoffs—not just as a series of matches, but as a national cultural moment. In a media landscape defined by short attention spans and fragmented fandom, our objective was clear: build urgency, elevate engagement, and turn the playoffs into an unmissable national event.
Working closely with cross-functional partners from editorial, social, and brand, I crafted a campaign that mixed humor, nostalgia, and high-energy storytelling—anchored by one simple insight:
Belgians Know Why.
the challenge
Our task was to move beyond traditional sports promotion. We had to:
- Position the playoffs as the pinnacle of Belgian sports culture
- Increase ticket sales and DAZN subscriptions
- Strengthen co-brand equity between DAZN and Jupiler
At the same time, we were working with a highly diverse audience—from diehard fans in stadiums to casual viewers at home. And in Belgium, football isn’t just about what happens on the pitch—it’s about the rituals, opinions, and identity surrounding it.
Our creative challenge: tell a uniquely Belgian story that celebrates those nuances while reinforcing DAZN as the exclusive way to experience every moment.
:60"-Hero TV Commercial
Creative Strategy & Concept
Our concept was built around one unifying insight: The JPL Playoffs are more than football—they’re a shared obsession.
We created a multi-scene campaign that takes viewers on a journey from the bar to the street to the stadium—blending real fans, local flavor, and iconic humor. The campaign was led by presenters Thijs Vloeberg and Severine Parlakou, and a few cameos from Belgian well-known personalities Ritchie De Laet and Marijn Devalck
We intentionally leaned into cultural specificity:
- Fries from a Fritkot
- Football bar-watching culture
- Rain-drenched fans marching to the stadium
These moments weren’t added for color—they were the story. Because that’s what makes Belgian football unique. And that’s what the line “Belgians Know Why” was built to honor.
Process & Execution
I directed the full campaign rollout across messaging architecture, design systems, and cross-channel brand storytelling for both static and hero TV commercials.
- Developed full messaging hierarchy: headlines, propositions, CTA systems, and value framing
- Led collaboration with in-house and external brand teams to align tone and creative intent
- Integrated business priorities—such as D2C uplift, club partnerships, and pricing strategy—into every layer of the narrative
- Oversaw execution across paid digital and OOH ads, organic and owned campaign integrations, and broadcast assets
This was a campaign built to scale. Every line of copy, every layout decision, every creative choice was informed by a single goal: help DAZN speak with one voice across regions in Belgium, platforms, and audience segments.
:60"-Hero TV Commercial
:20" Programmatic Video Ads
Master template for static assets
Outcome & Impact
While performance data is still being captured post-launch, early indicators point to a successful brand repositioning and clearer D2C storytelling:
- DAZN’s D2C messaging is now the centerpiece of its go-to-market approach in Belgium
- Internal teams across marketing, partnerships, and ops adopted the new messaging structure as standard
This campaign helped evolve the way DAZN tells its story in complex, competitive markets—proving that creative strategy can be a business driver, not just a finishing touch.
THE TEAM
Lead Producer: Kirstin Goode
Producers: Evelien Vermeiren, Natalie Fox
Editors: Sander Heynderickx, Huw Briggs
Motion Design: Bram Van Bauwel
Global Design Lead: Stweart McMillan
Designers: Luca Capasso, Sam Alberts
Voice Over: Matthieu Sys, Séverine Parlakou
Marketing Leads: Jeroen Vermeiren, Clara Caria
VP Creative: Caroline Woods
Creative Director: Manuel Lopez G.
Producers: Evelien Vermeiren, Natalie Fox
Editors: Sander Heynderickx, Huw Briggs
Motion Design: Bram Van Bauwel
Global Design Lead: Stweart McMillan
Designers: Luca Capasso, Sam Alberts
Voice Over: Matthieu Sys, Séverine Parlakou
Marketing Leads: Jeroen Vermeiren, Clara Caria
VP Creative: Caroline Woods
Creative Director: Manuel Lopez G.
Thank you