Viewing Flemish innovation as tomorrow's ideas is a thing of the past. The future is here and now. So: no more abstract promises, just concrete solutions available today. This thinking forms the foundation of VML's first campaign for Flanders Technology & Innovation, best known for the FTI Festival. The initiative by VLAIO — the Flemish Agency for Innovation and Entrepreneurship — aims to make a real impact on researchers, festival visitors and the general public.
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\u200bAt the end of 2025, FTI selected VML as its new agency for its biennial technology festival across 8 Flemish cities. But the partnership goes far beyond that. It all began with a renewed brand identity and visual identity, which now come to life in the 'Update Yourself' campaign.
A high-performing strategy: from future to now
FTI presents innovation as concrete solutions that already exist today in Flanders, not as a distant or near-future prospect. This is technology that improves our lives, makes our work easier and strengthens our society. FTI's goal isn't simply to bring people to the festival, but above all to bring technology and innovation to the people.
\nDistinctive design: innovation & technology interwoven
Visually, everything revolves around the idea of interweaving. A striking source of inspiration: Flemish tapestry art, which has been combining craftsmanship, technology and innovation since the Middle Ages. This interweaving is reflected throughout the brand identity, from the logo and monogram to the graphic patterns.
\nA relevant concept: update yourself
Those who visit the FTI festival leave as an updated version of themselves. Because the immediately applicable innovations have a concrete impact on our daily lives. By weaving real people together with the technology in the campaign, this update comes to life in real time. A further strength: the concept is flexible. A single, recognisable story can be easily adapted for the festival's numerous target audiences, themes and locations.
"Thanks to the professional guidance and collaboration with VML, we are not only able to execute FTI's plans and our marketing strategy to a high standard, but also rely on creative and valuable strategic support throughout the entire project. Their approach, insights and expertise give perfect shape to FTI's festival ambitions." Dries Mahieu, Festival Director, Flanders Technology & Innovation
FTI and VML see this first festival campaign as the beginning of a lasting collaboration, through which they will continue to build the visibility, growth and impact of Flanders Technology & Innovation.
Update yourself at ftifestival.be
CREDITS
Client: Flanders Technology & Innovation festival
\u200bClient contact: Dries Mahieu
\u200bAgency: VML Belgium
\u200bExecutive Creative Directors: Kasper Janssens & Arjen Tarras
\u200bCreation: Mathijs Bettens, Laura Swyzen
\u200bStrategy: Dimitri De Lauw, Michael Van Goethem
\u200bAccount Team: Jessica Jacobs, Lisa Van Cappellen
\u200bCopywriting: Joeri Quinet
\u200bDesign: Timothy Helmer, Lars Hiele
\u200bMotion Design: Lucas Van Orshaegen, Karel Van Gucht
\u200bDTP: Anja Van den Broeck
\u200bRTV Production: Thomas Anthoni, Caroline Van Ranst
\u200bSound engineer: Menno Van Riet
Production Agency: Colourblind
\u200bProducer & Photographer: Edward Opdebeeck
\u200bPost Producer & editing: Twan Brooks
\u200bDirector: Lore Loyens
\u200bDOP: Lukas Gevaert
\u200bGrading: Fons Van Overbeke
\u200bVFX: Adriaan Claerhout
\u200bSound: Jordan Paul Rousseau
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