Together, VDAB and BBDO create a TV adventure

On Monday 4 April, VTM will launch a brand new programme, ‘Blind Gesprongen’.

In it five candidates will change jobs for a new career, without knowing where they’ll end up. BBDO was one of the backers of the programme, which originated as an ambitious pitch idea. The agency has developed a communication campaign for VDAB that supports the theme of the programme.

Joke Van Bommel, VDAB spokesperson: “BBDO got the assignment to develop a campaign to get people’s careers moving forward, and this for a broad working-age target group. The agency surprised us with their striking and creative idea to create a TV programme instead of a classic campaign. It was a crazy idea, but it fully met our needs.”

VDAB met with DPG Media, who immediately saw the potential. Thereafter Geronimo was hired to produce the programme, in close cooperation with all parties. BBDO also designed the entire communication campaign for VDAB, which is linked to the programme and in the coming weeks BBDO will handle the (digital) media plan and the elaboration of it on TV, in social media, native advertising and activation.

“Over the past months we have been working together with VDAB, DPG Media and Geronimo on the development of the programme that started as an ambitious pitch idea to get people in Flanders more excited about taking control of their careers,” explains BBDO Chief Strategy Officer Sofie Verstreken. “We are over the moon that it is now actually going on air.”

The Flemish Minister of Economy, Innovation, Work, Social Economy and Agriculture, Hilde Crevits also supports the programme and underlines its importance: “The BIG Job Switch shows people how VDAB works in real life and how they can develop their competences and talents.”

The result is a fascinating quest for five people who change careers. A team of four experts take the professional fate of the candidates in hand and look for the ideal job for them. Once the experts examine the different options, and come to an agreement, the presenter Nora Gharib takes the blindfolded candidates to their new workplace. It’s only when they take their blindfolds off that they know where their professional future lies and what they will earn.

The BIG Job Switch, from Monday 4 April 2022 at 21:55 on VTM and on VTMGO.


  • Client


  • Contacts

    Shaireen Aftab
    Joke Van Bommel
    Hans Maenhout
    Agnes Hendrickx
    Lize Gengler
    Frederik Gulinck
    Tilly Van Parys
    Stefanie Billet
    Hilke Schraepen
    Diederik Van Vlem
    Stijn Hüwels

  • CCO

    Eva De Gendt
    Katrien Denef

  • CSO

    Sofie Verstreken

  • CD

    Jan Dejonghe

  • Creatives

    Sarah Huysmans
    Jasper Verleije
    Najate El Achari
    Bram Van Moorhem
    Debby De Ridder
    Jorrit Michiels

  • Account team

    Valentine Reuse
    Caroline D’Haens
    Stephanie Katic
    Janne Aerts
    Evelyn Savels

  • Strategy

    Thomas Jossa

  • Long copy

    Debby De Ridder
    Philippe Mertens

  • Graphic design

    Jorrit Michiels

  • Social creative

    Justine Ravyts
    Tine Lauwers

  • Head of Media

    Pieter Vermeersch

  • Digital campaign executive

    Jan Sabbe

  • Head of RTV

    Patricia Van De Kerckhove

  • Agency producer

    Amélie Van Campen

  • Digital project team

    Wouter Has
    Orry Van Den Abbeele

  • TV Production company


  • Production company social

    BBDO Productions

  • Editor

    Anton Ceuppens

  • Photography

    Pieter Neirynck