VML tattoos famous hands for OVAM
Antwerp, 6 January 2025

When Jitske Van de Veire and Jamie-Lee Six suddenly flaunted a new tattoo – "ZAK!"(bag) – on their hands online, their followers collectively wondered if the two had perhaps taken a game of 'truth, dare, or do' a bit too seriously. Mystery solved: it turned out to be the launch of a campaign by OVAM, devised by VML, to remind Flemish shoppers to bring their reusable bags when shopping.
While we've become pros at using reusable bags in supermarkets, this habit seems to disappear when we hit clothing stores. The result? More unnecessary waste that harms the environment. To permanently etch the reusable bag into our collective memory, Jitske and Jamie-Lee had it immortalized as a hand tattoo. After all, if you really don’t want to forget something, you write it on your hand, right?
The PR and influencer campaign is strategically timed at the start of the end-of-year shopping season. Besides the tattoo stunt, other influencers are also setting a good example by writing "ZAK!" on their hands (with less permanent ink) and hitting the shopping streets with their reusable bags. With additional online content, OVAM encourages everyone to do the same: write "ZAK!" on your hand, and hopefully, the message will stick where it belongs – in your head.
OVAM Social Video 1.mp4
MP4 - 1.4 Mb
OVAM Social Video 2.mp4
MP4 - 1.1 Mb
OVAM Social Video 3.mp4
MP4 - 1.1 Mb
CREDITS
Client: OVAM
Client Contact: : Jan Verheyen, Nathalie van Trier, Joke Dekoninck, Ine Wenmaeker
Agency: VML
Chief Creative Officer: Klaartje Galle
Executive Creative Directors: Arjen Tarras & Kasper Janssens
Creatives: Kate Bellefroid, Jolien Tuyteleers
Strategy: Gaëlle Maes
Account team: Barbara Van Duffel, Ward Uydens
Design: Lars Hiele
Motion Design: Jeremie Mavanga, Karel Van Gucht
Copywriter: Jelle Raats
Agency Producers: Thomas Anthoni, Yanne Kaers
Sound Design: Menno Van Riet
PR Agency: Finn