copyr.at
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Vlerick is more than just a school. Even more than an institution. It is a community that gives inspiring people the tools they need to inspire others. A new manifesto needed to capture that message and let it resonate with their new positioning and visual branding.
The Means
The Journey
"Live. Learn. Leap." More than just a quaint rhetorical device, the alliteration captures what Vlerick is all about in a nutshell. (Not coincidentally the name of the agency with whom we worked in close collaboration to bring Vlerick's new brand identity to fruition.)
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A unique one vs. many problem... Belgium's fourth largest bank, ING have many customers with just one product - be it a bank account, an insurance policy, a car loan, etc. With ambitions to grow in the rankings, the bank's Sales and Business Development department were looking to flip those statistics and grow both brand love and loyalty with one fell swoop.
The Means
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Sent exclusively to new customers, the online brochure needed to engage the reader from the word, 'Go!'. Outlining what ING stands for (figuratively, not literally), what they offer and above all why the reader should even care. The upshot: Copyrat proposed a less-conventional messaging that reinforced the bank's positioning as the "unbanky bank": a bank for people who have far better things to do.
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Wim and Mieke share a passion for food and a talent for expressing it: one in words, the other in pictures. The perfect ingredients for a new bespoke agency aimed at equally passionate culinary artists. Helping people with a story to (show and) tell it to the world.
The Means
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Storytelling for seasoned storytellers… that called for more than just 1 extra mile on the part of Copyrat, who helped craft the message and weave it into a brand story. A brand story that could engage clients and prospects looking to do the same. The resultant mother text was delineated into web copy and other brand builders.
July 2021
de la Soul
Boutique agency for the food industry - from farm to shelf to table and beyond.
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Vedett blows through the cobwebs of the otherwise traditional world of Belgian beer like a breath of fresh air. The quirky, off-beat brand is always looking for ways to reinforce its rebellious image and boost its appeal amongst an audience that aspires to think and live differently.
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Misfits, village idiots, rebels with or without a cause, … if you don't fit the mould then chances are you're a perfect fit for Vedett. And so Copyrat brought to life a new campaign aimed squarely at a new aspirational target audience: the Sttupid. A celebration of those who dare to walk a different path.
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Coming up with a captivating but sufficiently descriptive baseline for an as yet unknown product in a previously unknown segment by an equally unknown provider... not an easy task and so right up Copyrat's alley. Blossom Energy needed to create brand equity on all fronts, starting with a baseline that says it all.
The Means
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"Positively charged" was the end result of a meticulous process aimed at distilling both the unique product and the unique selling proposition of the fledgling spin-off. With a clear, descriptive reference to the offering, while still capturing the spirit of the enterprise and the people who power it.
April 2024
Blossom
Intelligent home charging for employees of small, medium and large companies.
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The new best friend for your best friend’s stuff. Twin Dog had a great product idea. They just needed the right story to help corner the market.
The Means
The Journey
Twin Dog "unleashes" your imagination. Copyrat did the same with a down-to-earth tone of voice that nevertheless speaks volumes to those whose best friend goes on all fours.
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There’s nothing on earth quite like quality fruit and veg grown just around the corner. And there's nothing "in" earth that looks, feels and tastes fresher than BelOrta's. Theirs is the pick of the bunch, so to speak, precisely because it’s picked fresher. So you can pick it off the shelf often on the very same day! But how to ensure that message gets "picked" up by the new generation?
The Means
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Copyrat sketched the outlines of an unexpected activation campaign in an equally unexpected location: targeting festival goers at Paradise City, connecting the BelOrta cooperative's 1000 local growers with a whole new "audience", while proving that the fresh taste of sustainable know-how is timeless enough to cross the generation gap.
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Making claims that capture the essence, captivate the audience, guarantee compliance and, not unimportantly, fit on a tiny bottle? It's a delicate enterprise, especially in a highly regulated industry like Biosil's.
The Means
The Journey
Copyrat deftly navigated the complicated brief, composing a coordinated shortlist of claims that ensures cohesion across product lines, adds substance to the brand's clinical positioning and above all, generates a compelling presence on the shelf.
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How do you make the world of finance temping sound sexy enough to entice ambitious young Gen Z'ers to the fold? Hyphen, the new consultancy and recruitment bureau looking to attract finance gurus, whizz kids and other aspiring professionals needed to make a splash from the outset.
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The resultant web copy expresses Hyphen's upbeat approach with copy that's cool, compelling and just clicks with the target audience.
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Eastpak has a quite unique company structure. Besides a smattering of flagship stores and its own website, it relies heavily on third-party distribution channels to move its product. So when it comes to pitching a new collection, they are the ones that need convincing each season.
The Means
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The "pitch" comes in the form of an aspirational video presented either live at Eastpak's annual Preview meeting with distributors or online via its more Covid-friendly variants. The goal is clear: present the collection with clarity and vision while weaving its diverse elements together within a single, inspirational concept. A task Copyrat accomplishes with aplomb every season.
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An alcohol content of 6.66% That's no coincidence for the latest creation from the master brewers of Duvel, the brand that means "devil" in Flemish. To fan the flames of the brewery's 150th anniversary celebrations, they wanted this forbidden fruit to be at least the second-most seductive in human history.
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Copyrat concocted a multichannel campaign that sparked a veritable inferno on socials. Including a script for a video that went viral overnight and an exclusive coffee book table listing all 666 good reasons to have a Duvel 6,66%.
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A shameless example of self-promotion, now shamelessly plugged again via this very portfolio. {Bracketing Mao} was an art photography project exhibited in Brussels and again in Melbourne back in 2011.
The Means
The Journey
Since artists rarely have a clue about the true significance of their own work, this one had to assume a pen name when pompously extolling the virtues of his. Otherwise he'd never live it down.
August 2011
The Artist Himself
Pretentious art photography.