Belfius Private and VML give a voice to your next chapter

Your Wealth. Your Voice. With this tagline, Belfius and VML introduced a renewed private banking proposition in September 2025. Building on that momentum, they are now writing the next chapter with a pension campaign that encourages people to reflect on what will matter tomorrow.

There comes a moment when your horizon shifts. A moment when building, growing and passing on are no longer separate ambitions. With its new pension campaign for Belfius Private, VML puts that moment centre stage.

Retaining the same distinctive signature as the 2025 Belfius Private launch positioning, the campaign combines thought-provoking questions with powerful, characterful portraits and a refined visual identity. The tagline ‘Your Wealth. Your Voice’ remains the common theme. This time, however, the focus is firmly on pensions. Not as a technical issue, but as a personal turning point.

Your wealth is your voice. How will it sound tomorrow?

At the heart of the campaign are thought-provoking headlines that encourage readers to confront their own future. They ask honest questions that invite reflection. What do they want to pass on? What will their wealth mean to them tomorrow? And what will their next chapter sound like.

The campaign directs audiences to a dedicated landing page at belfiusprivate.be/pension, where they can find practical information and make an appointment with their Private Banker or Wealth Manager.

Belgian talent behind the lens ​

For the campaign visuals, VML once again collaborated with Antwerp-based photographer Stig De Block. His photography gives the campaign a visual strength and style that resonates with the target audience.

Present where it matters

The campaign, which launched on 23 May 2026, is supported by a comprehensive media plan designed to engage the target audience in the most effective ways and places. As well as digital banners and Meta ads, the campaign appears in print titles such as De Tijd/L’Echo, La Libre, Sabato (Knokke and Summer editions), Real Estate Planning, Knokke Talks and Forbes. It also appears in out-of-home advertising in Knokke.

CREDITS

Client: Belfius Private
​Client Contact: Julie Uytterhaegen, An Van den Cruyce, Truike Vercruysse, Chloé Ongena, Nathalie Lemmer

Agency: VML Belgium
​Executive Creative Directors: Kasper Janssens, Arjen Tarras
​Art Director: Jasper Verleije
​Copywriter NL: Sarah Huysmans
​Copy FR: Jérôme Van den Broeck, Yves Donceel
​Strategy Director: Evert Van den Broeck
​Account Team: Michelle Stas, Sarah Savoir
​Agency Producer: Caroline Van Ranst
​Designer: Gilles Valkenborg, Joris Hechtermans
​Design Director: Timothy Helmer ​
​DTP: Anja Van den Broeck, Theo Hagtingius ​
​Banner developer: Joran Schaefer ​
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​Production Agency: HAMLET Brussels
​Photographer: Stig De Block
​Executive Producers: Ruben Goots, Jason Felstead, Julie Bosteels
​Producer: Janne Aerts
​Post-Producer: Janne Aerts
​Styling: Jan Dendievel
​Make-up: Madona Iremashvili
​Set dressing: Ellen Brock
​Photo assistants: Samir Dari, Jordan Esser
​Retouches: Sebastien Galtier