SBB

The core concept of this campaign revolves around the contrast between "typical" and "typical SBB." With this, we emphasize the unique, distinctive approach of SBB accountants and consultants. This is further reinforced by the above developed campaign communication umbrella "expect more".

Short, creative videos are the centerpiece of the campaign. During production, we made conscious choices in setting, clothing, actors and lighting to further highlight the differences.

With a quirky visual style - one that stands out in the world of accountancy - the campaign is given a fresh look, which fans out over a mix of elaborations.

The radio spot highlights the contradictions between the "typical" accountant and what is "typical SBB." This spot plays on the known clichés. And then presents the SBB alternative.

Listen to the spot

The custom home page fully integrates the campaign. A deliberate choice, as this is how we work on SBB's brand awareness. Visitors who click on the digital banners are linked directly to www.sbb.be.

The campaign has an effect at the corporate level and in terms of employer branding. Highlighting SBB's unique approach not only appeals to client-entrepreneurs, but also creates a more attractive employer image.

Since 2019, the “ik fiets naar het werk” day has been organized in Belgium. An action that fits perfectly into SBB's picture: not only can SBB employees work close to home thanks to its wide office network, it also emphasizes the attention SBB pays to sustainability and physical and mental well-being.

To get more employees on their bikes, we came up with the Bicycle Along For Extra vacation action for SBB. Anyone who cycled to work during the I Cycle to Work day automatically earned an extra day of vacation; because Cycle to Work. Typical. Bike to work and get a day's vacation. Typical us.

CEO Raf Dom set a good example and cycled to the Leuven office together with former cyclist and commentator José De Cauwer. Cycling colleagues were also given a festive welcome in the other offices.

The pampering day that SBB organized for its employees also fit nicely within the "typical SBB" framework. The entire team was treated to a beneficial massage and healthy snacks after a busy working period. As an extra gift, we designed a fine towel that everyone took home with, again, an appropriate message; Deadline after deadline. Typical. Pampering moment after the last deadline. Typical us.