BBDO finds the rare bird for VDAB

With the right training and support, you can more easily uncover the ‘rare bird’ in every job seeker.

Even when that creative toucan or agile antelope does not immediately fit your vacancy. This is the main message of the new campaign launched by the VDAB and BBDO this week, in which animals play a central role.

The rare bird is in everybody

“Employers still tend to look for the perfect candidate,” explains Shaireen Aftab, VDAB’s Director of Communications and Marketing. “With this new and colourful campaign we wanted to wake them up a bit. Because their new future recruit does not have to be absolutely perfect from the start. According to VDAB, a change of perspective is the key to solving the growing number of professions in short supply and the current war for talent.

The importance of training and support

Jan Dejonghe, Creative Director at BBDO, adds: “Animals are used as metaphors to highlight the skills of the individual, which is at the heart of VDAB’s work. The idea came about in a very organic way. Because who is to say that under the mask of a creative toucan or an agile antelope there isn’t the rare bird that your company is so desperately looking for? The VDAB helps organisations and companies improve the skills of candidates to bring out the rare bird in each of them.

8 animals in the lead role

The new campaign developed by BBDO in collaboration with the VDAB makes this clear. The agency chose eight animals and gave them human skills to prove that talent can be put to good use with the right training and guidance. The 360° multi-channel campaign for employers will be aired from 12 October on: TV, social networks, on the streets and in magazines and in 1-2-1 communications.


  • Client


  • Contacts

    Shaireen Aftab
    Hans Maenhout
    Agnes Hendrickx
    Gert De Buck

  • CCO

    Eva De Gendt

  • CD

    Jan Dejonghe

  • Creatives

    Louise Windels
    Sven Pede

  • Strategy

    Els Raemdonck

  • Account team

    Valentine Reuse
    Caroline D’Haens

  • Head of Design

    James Gambrill

  • Graphic design

    Jorrit Michiels
    Joris Bochman

  • Head of Copy

    Debby De Ridder

  • Head of Media

    Pieter Vermeersch

  • Digital performance marketeer

    Dorien Busselot

  • Social creative

    Justine Ravyts

  • Head of Print Production

    Hans Bos

  • Head of Final Art

    Tom Nackaerts

  • Final art

    David Vanderbist

  • Retouches

    Tom Vandewiele

  • Head of RTV

    Patricia Van De Kerckhove

  • Agency producer

    Amélie Van Campen

  • Editor

    Anton Ceuppens

  • Director

    Willem Volker

  • DOP

    David Doom

  • Executive producer

    Dimitri De Wolf

  • Line producer

    Christophe Six Baggerman

  • Production

    De Machine

  • Post Production

    BBDO Productions

  • Masks


  • Grading

    Joost Van Kerckhove

  • Sound Production

    BBDO Productions

  • BBDO Sound Engineers

    Mathieu Schots
    Jeremy Vettorel