VML and Flanders arm children with the ‘minimumdoelen’
Antwerp – 6 October 2026
Does PISA make you think of poor school results before you think of that famous leaning tower? Flanders wants to change that. With ‘minimumdoelen’ – or minimum attainment targets – that give every child a solid foundation and, in doing so, maximise their opportunities.
These ‘minimumdoelen’ start at school, but don’t stop at the school gates. Parents also have a role to play. VML was therefore tasked with making them known and understood across Flanders. The result: the ‘kansenkrijger’ – in other words, ‘someone who knows how to seize opportunities’.
Engaging rather than lecturing
The ‘minimumdoelen’ come with a wealth of information. VML has brought it all together under a simple and clear concept: ‘minimumdoelen’ = maximum opportunities.
And just as good teachers prefer to captivate rather than lecture, the campaign had to spark curiosity without feeling like school.
From dragon slayer to ‘kansenkrijger’
VML drew inspiration from a scene all parents are familiar with: a child fighting monsters at home with makeshift weapons. At school, the ‘minimumdoelen’ now transform these dragon slayers into true ‘kansenkrijgers’. Well-equipped, with a solid foundation that offers them maximum opportunities throughout their school years and later in life.
From the classroom to the feed
Following a launch targeting schools and society at large – notably via leaflets, emails and native advertising – the campaign shifted its focus specifically to parents from 1 September onwards.
Online videos, adverts and influencers propelled the ‘kansenkrijger’ into the spotlight. Thanks to carousels focusing on the various ‘minimumdoelen’, the concept came to life on social media. For those wishing to find out more, further information was available in press articles, an information pack and on the website.
Find out all about it at www.vlaanderen.be/minimumdoelen.
Vlaanderen - Minimumdoelen 6" V2.mp4
MP4 7.3 MB
Credits
Client: Flemish Government – Department of Education & Training
Client contact: Leen Leemans, Rebecca De Clerc
Agency: VML Belgium
Strategic Director: Evert Van den Broeck
Account Team: Jessica Jacobs, Pieter Van Schil
Executive Creative Directors: Arjen Tarras & Kasper Janssens
Concept Creatives: Tomas Van Loon, Patrick Vermeylen & Mathijs Bettens
Copywriters: Tomas Van Loon & Joeri Quinet
Design Director: Timothy Helmer Designers: Lucas Van Orshaegen, Lars Hiele
DTP: Anja Van den Broeck, Theo Hagtingius
RTV Production: Thomas Anthoni
Sound Engineer: Menno Van Riet
Production partner: ILA STUDIO
Photographer / director: Jef Boes
DOP: David Doom
1st Assistant Director: Martine Temmerman
1st Camera Assistant: PJ Neirynck
Gaffer: Dries De Paepe
Lighting Technicians: Eva Somers, Gertjan Coorevits
Set Dresser: Alix Le Clercq
Cast: Noa @ Casting Studio & Em Lenaerts
Editor: Frames
Colour grading: Kene Illegems
Retoucher: Annelien Debusschere
Executive producer: Karen De Schepper
Production manager: Maxine Lodeweyckx
Production assistant: Julia Verhagen