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 oversaw the full campaign lifecycle, from brief response and narrative development to talent casting and shoot direction.
- Led end-to-end creative development—from campaign proposition and storytelling arc to integrated execution across TV, digital, editorial, and social—while aligning internal teams around a unified narrative and weekly activation strategy.
- Acted as the primary point of contact between DAZN, AB InBev (Jupiler), and the Pro League—owning the narrative strategy and ensuring brand alignment across all assets
- Managed co-brand collaboration, guiding the integration of Jupiler’s creative and compliance guidelines while selling through the campaign concept and aligning stakeholders from both organizations
This wasn’t just a creative execution. It was cross-brand diplomacy. I ensured the vision resonated across commercial, legal, and cultural touchpoints while maintaining creative integrity at every stage.
Outcome & Impact
The campaign helped solidify DAZN’s role not just as a broadcaster, but as a brand deeply embedded in the fabric of Belgian football—uniting the Pro League, Jupiler (AB InBev), and DAZN under a single, cohesive creative platform for the final edition of the current playoff format. This alignment elevated the perception of all three brands and reinforced their shared cultural relevance during a key national moment.
- I also partnered directly with AB InBev to adapt their Red Devils UGC into national TVCs—ensuring full creative alignment with the “Belgians Know Why” narrative and strengthening the emotional and strategic ties between Jupiler, DAZN, and the league.
THE TEAM
Lead Producer: Ilse Van Lerberghe
Producers: Evelien Vermeiren, Nona Van den Bergh
DOP: Sander Heynderickx
Motion Design: Bram Van Bauwel
Designers: Luca Capasso
DAZN Talent: Thijs Vloebergh, Séverine Parlakou
Marketing Leads: Jeroen Vermeiren, Clara Caria
VP Creative: Caroline Woods
Creative Director: Manuel Lopez G.
Producers: Evelien Vermeiren, Nona Van den Bergh
DOP: Sander Heynderickx
Motion Design: Bram Van Bauwel
Designers: Luca Capasso
DAZN Talent: Thijs Vloebergh, Séverine Parlakou
Marketing Leads: Jeroen Vermeiren, Clara Caria
VP Creative: Caroline Woods
Creative Director: Manuel Lopez G.
Thank you