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.
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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.
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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.
Credits
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\u200bClient: Flemish Government – Department of Education & Training
\u200bClient contact: Leen Leemans, Rebecca De Clerc
\u200bAgency: VML Belgium
\u200bStrategic Director: Evert Van den Broeck
\u200bAccount Team: Jessica Jacobs, Pieter Van Schil
\u200bExecutive Creative Directors: Arjen Tarras & Kasper Janssens
\u200bConcept Creatives: Tomas Van Loon, Patrick Vermeylen & Mathijs Bettens
\u200bCopywriters: Tomas Van Loon & Joeri Quinet
\u200bDesign Director: Timothy Helmer Designers: Lucas Van Orshaegen, Lars Hiele
\u200bDTP: Anja Van den Broeck, Theo Hagtingius
\u200bRTV Production: Thomas Anthoni
\u200bSound Engineer: Menno Van Riet
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\u200bProduction partner: ILA STUDIO
\u200bPhotographer / director: Jef Boes
\u200bDOP: David Doom
\u200b1st Assistant Director: Martine Temmerman
\u200b1st Camera Assistant: PJ Neirynck
\u200bGaffer: Dries De Paepe
\u200bLighting Technicians: Eva Somers, Gertjan Coorevits
\u200bSet Dresser: Alix Le Clercq
\u200bCast: Noa @ Casting Studio & Em Lenaerts
\u200bEditor: Frames
\u200bColour grading: Kene Illegems
\u200bRetoucher: Annelien Debusschere
\u200bExecutive producer: Karen De Schepper
\u200bProduction manager: Maxine Lodeweyckx
\u200bProduction assistant: Julia Verhagen