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Ethias stars in De Slimste Mens ter Wereld

From now on, Ethias is to be called “The Smartest Insurer in the World”.

On 25 October, VIER’s popular TV quiz “De Slimste Mens ter Wereld” kicked off its 16th season. The stars of this edition? Your favorite Ethias characters.

We mimicked the show’s format in 7- and 20-second ads: Ethias characters try to outsmart each other as Erik Van Looy poses Ethias related questions.

In December we’ll know the 16th person to earn the title of “Smartest Person in the World”. As for now, we only know that Ethias is The Smartest Insurer in the World.



Strategic Planning Wouter Van de Herreweghe
Creative director Klaartje Galle & Arnaud Pitz
Copywriter & Art Direction Jan Schraeyen
Account handling Catherine De Block, Bram De Vidts, Laetitia De Coster & Françoise De Greef
Sound BBDO Soundstudio
Third parties Creative Conspiracy & Space