VML & Q8 clearly needed a coffee
Antwerp - 16 February 2026
Free coffee to encourage app usage? On its own, that's not so surprising. But a coffee cup on the roof of a car, as if someone drove off and forgot it? Impossible to ignore!
Last December, Q8 offered free Starbucks coffee via its app. VML brought the campaign to the streets with cars driving around with a coffee cup on their roof. An image that immediately caught the attention of passing road users.
The cars appeared in traffic jams and on busy arterial roads during the morning rush hour. Drivers looked up, pointed, honked, and even tried to warn them. Until the rear window revealed everything. That's where the message appeared: free coffee via the Q8 app.
The stunt was widely spotted and shared. The story lived on across social media and was subsequently adapted into digital assets used throughout the campaign.
CREDITS
Client: Q8
Client Contact: Birgit Mitchell, Michelle Manders, Jill Boonstra
Agency: VML Belgium
Executive Creative Directors: Arjen Tarras & Kasper Janssens
Creative team: Jasper Macken, Sarah Huysmans, Jasper Verleije
NL Copywriter: Jelle Raats
FR Copywriter: Jérôme Van Den Broeck
Account Team: Stéphanie Romano, Ward Uydens, Lotte Munnik, Joke Van Bourgognie, Luca Vinck
Strategy: Jef Pelkmans
Design: Samuel Allemand
DTP: Jan-Bart Debruyne, Theo Hagtingius
Agency Producer: Thomas Anthoni
D.O.P.: Gunter Blokken
Editor: Andreas De Ridder
Sound Engineer: Menno Van Riet
Activation Partner: Panama