Old traditions, new ambitions

During my years as an ICM student, my first significant project was a campaign for the German vegetarian meat company Greenforce. Their goal was to successfully penetrate the Belgian market. This group assignment required extensive research into the Belgian food market and the target audience. As a result, we decided to adopt a humorous approach, using wordplay and linking this innovative meat substitute with Belgian traditions. Our tagline was “Old Traditions, New Ambitions.” Not only did we create a cultural connection by including famous Belgian statues, but we also incorporated traditional Belgian dishes. Overall, it was a truly enjoyable and comprehensive project.