In short
How do you inspire East Flanders’ residents to become tourists in their own province? Together with the Provincie Oost-Vlaanderen, we created a bold and playful campaign that redefined local tourism. Through the concept of the “barbarian”, a curious adventurer eager to explore their own backyard, we crafted a campaign that blended humor, strong visuals, and interactive elements.
The challenge
East Flanders is full of hidden gems, from lush forests and heritage sites to recreational hotspots. But how do you convince locals to rediscover these places? The campaign had to break through traditional tourism messaging and ignite pride and curiosity in the region’s diverse offerings.
The insight
Adventure begins where comfort ends. By introducing the idea of “barbarians,” we transformed local exploration into a quest. This playful identity empowered East Flanders’ residents to see their province through fresh eyes, inviting them to uncover its beauty with a sense of pride and curiosity.
The outcome
The campaign turned heads and sparked conversations. With interactive tools like a personality quiz, striking visuals on (D)OOH, and relatable social media content, we reached a wide audience. From radio spots to posters, the message was loud and clear: adventure is closer than you think.
