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Ogilvy & Social.Lab wins the first Belgian Yellow Pencil at the D&AD Awards with the Mud Soldier Campaign

Friday, April 27, 2018 — The Design & Art Direction Awards (D&AD Awards) took place yesterday evening in London. The event is organised to acknowledge the best creative performances of the year. Together with Visit Flanders, Ogilvy & Social.Lab took home a Yellow Pencil in the Branding category for “Brand Experience & Environments” category with their Mud Soldier campaign. This is the first time a Belgian agency wins this award.

The “Mud Soldier” campaign from Ogilvy & Social.Lab and Visit Flanders won a Yellow Pencil award in the Branding category for “Brand Experience & Environments” at the D&AD Awards. These Awards are considered to be the most prestigious prize and the most difficult accolades to attain in the industry.

The Mud Soldier was a temporary art installation that was placed last summer in the middle of Trafalgar Square in London. This was a sculpture made out of sand and mud from Passchendaele in Flanders Fields that represented a soldier during the First World War.

It has been a hundred years since the battle of Passchendaele, where nearly 500.000 victims died in less than three months. Numerous soldiers lost their lives in the trenches transformed in mud death traps as torrential rain poured over the battle fields. Passchendaele is one of the deadliest battles of the First World War.

The installation of the Mud Soldier was built to slowly disintegrate in the rain and disappear in a few days. The temporary sculpture made a powerful statement and reminded us of the sacrifices made by soldiers as they lost their lives in Flanders Fields. The Mud Soldier was designed to spark tourists' interest to visit Flanders and remember a very important part of our collective history.

Creative Director: Mathieu Cardon

Concept: Mathieu Cardon

Art Director: Gauthier Fairon, Arnaud Gerats, Sébastien Stevens

Copywriter: Raphael Allegro, Bill Bilquin

Strategy: Jakub Hodbod en Julie Frederickx

Global Head of Media Strategy: Mathieu Gillain

COO: An Vande Velde

Awards
About Ogilvy | Social.Lab Belgium

About Ogilvy Social.Lab Belgium 


Ogilvy Social.Lab is not a traditional agency.

Initiated by Yves Baudechon and Gilles Bindels, the partnership between Ogilvy Social.Lab which began in Belgium in 2013 has been very successful and has spread to nine countries around the world, including the USA, France and the UK where Social Lab has become a key part of the Ogilvy offer. 

Ogilvy Social.Lab is a dynamic community of multidisciplinary social-at-heart specialists that bring together the best of Ogilvy’s creativity and strategy with the agility and performance focus of Social.Lab to truly make brands matter in the Social Age. Ogilvy Social.Lab understands that social is more than just another digital channel. It is the medium that lives in the palm of our hands, reaching people wherever they are and where they want to be. We help Brands and Organisations unlock the business value of social in this new, more complex world by combining the power of creative content with the sophistication of data enriched insights and media targeting to deliver effective results.

We excel in both the creation of experiences and in the analytics required to optimise and deliver effective campaigns. We like to refer to ourselves as an agency that combines storytelling and the system of distribution.

If you are comfortable with very traditional and conventional communications, then we are probably not the best match for you. But if you are looking for a partner that will challenge the way the majority thinks and walk with you bravely into the new world of marketing and communications ... then we are the perfect fit! Our commitment - giving you our best, effecting change and delivering results.

Our motto is the best is yet to come.

Bring it on.

Ogilvy | Social.Lab Belgium
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