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