As a Dutch car retailer entering the Belgian market, Van Mossel first faced the challenge of winning the hearts of the Flemish people. They asked us for a way to approach new customers during the Brussels Motorshow. We came up with a genuinely Flemish campaign, featuring car terminology in the biggest local dialects, emphasising the proximity and customer-friendly approach Van Mossel is famous for.


Unlike the Motorshow ads of major car brands, we did not show or mention any cars. We focused on real people and funny local car expressions – A remarkable approach in a sales period in which all car brands traditionally promote through sales, package deals and nifty new car models.