Tom Van der Velpen

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This is an overview of some of the marcom campaigns I have created and directed.
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  1. AG Insurance & Belgian Paralympic Committee | Ode to the great

    ROLE: Conceptual creative | supervising editor | Pitch.
    Produced by The Virus.

    CASE: The sponsoring board of AG Insurance asked us to create a campaign that would showcase the collaboration between AG and the BPC while also enhancing brand awareness and perception.

    SOLUTION: I created a campaign that aimed to inspire all viewers personally, and empower them to take action in their own lives. This approach helped to establish AG as a meaningful brand.

    We asked famous Flemish and Walloon influencers to seemingly bring an 'ode' to the Paralympic athletes, while actually addressing all viewers personally with an empowering message. We combined the inspirational texts with images of the athletes giving the best of themselves.

    The influencers were happy to contribute to a good cause, which in a way acted as a 'trojan horse' to have them lend their faces to an AG Insurance campaign and positively impact the brand perception.

    The bilingual campaign hit extremely high engagement scores on social media, and continues to live on. It overdelivered on KPI's and even outperformed the above the line campaign on some metrics. Moreover, the films created a win-win situation for the athletes (publicity), the influencers (perception) and the company (brand awareness and brand perception).

    See all 10 films on: . Participating influencers were Bart Peeters, Jan Decleir, Niels Destadsbader, Frances Lefebure, Laura Tesoro, Bouly Lanners, Kody, Typh Barrow, Alice on the roof and Sandrine Dans.

  2. NN | Gelukkige Belgen

    ROLE: Conceptual creative | Pitch | Digital strategist | Audiovisual director for some of the clips with influencers

    CASE: When Delta Lloyd rebranded itself into 'NN' (with a strong focus on 'happiness'), Famous Relations suggested they collaborate with the University of Ghent to scientifically test the national level of happiness. This resulted in a successful offline earned media campaign, and... an online platform '' that needed traffic!

    SOLUTION: I created an extensive national social media campaign involving multiple concepts and different types of content, such as animations and video clips. This was the first pitch I won for NN (but not the last) and it paved the way for me (and The Virus) to get involved in the general rebranding strategy of the company.

    I oversaw the digital strategy of the 'gelukkigebelgen' campaign in close collaboration with OMCollective, Famous Relations and Wunderman. I also collaborated on other aspects of the campaign.

    RESULT: The campaign outperformed the KPI's delivering 650k effective views in one month, more than 18k likes and an extremely low cost per lead. To see a few more videos and formats I came up with, go to NN .

  3. Proximus | Undercover met Waes | screen capture

    ROLE: Conceptual creative | Pitch | supervising game play, UX and social media release.

    CASE: Proximus financially supports the development of Belgian fiction series. In order to increase their ROI, they wanted this to result in a positive brand perception and the collection of leads.

    SOLUTION: A gamified brand campaign for Proximus which also served as a promotional campaign for the series on TV, allowing Proximus to freely tap into the Vrt media channels.
    I came up with the idea of creating a game around the soon to be released fiction series 'Undercover'. The game would be released prior to the broadcasting of the series, allowing Proximus to "claim" the format and Vrt to promote the format.
    Also it allowed for a valuable interaction with existing and potential customers and the collection of data and leads.
    In the game, players were invited to "go undercover" with Tom Waes and prove their worth as a secret agent. Winners would be invited to a top secret launch event with the stars.

    RESULT: The game was a huge success with more than 60k people surfing to the URL or playing it. Also the game proved to be a great promotion for the series, creating value for both Proximus and Eén. Thanks to the success of the game, Proximus vowed its continuing financial support for the sequel of the 'Undercover' series.

  4. JAGUAR I-PACE | Sociale Media Campagne

    ROLE: Conceptual Creative | Pitch

    CASE: Jaguar wanted to showcase the range of its new I-Pace, claiming the current buzz around climate-change. They asked us to pitch for a creative approach.

    SOLUTION: I created an online format with Jill Peeters, the ambassador of 'Climate without borders', in which she would try to drive the new Jag through 5 countries on a single charge. We finished the clips in several short formats, including a youtube preroll which served as a teaser.

    RESULT: Broadcasted around Christmas in the lead up to the annual 2019 Brussels' Motor Show, the campaign did well on social media and convinced Jaguar to come back to us for more work.

  5. Cardoen | Cinema campagne | 'Vindegijdanormaal'

    ROLE: Conceptual creative | Script (comedy) writer | Pitch

    Cardoen was looking for a B2C cinema campaign similar to the popular Flemish "wat als" television series. They wanted to highlight their unique value proposition compared to other resellers by using humour, but without ridiculing the competition.

    I won the pitch by creating three scripts in which we superimposed the car buying process on other transactions such as ordering food in a restaurant, buying a dog or choosing lingerie for a spouse.
    By carefully scripting the films, we managed to make three versions of each script: a 15 sec Instagram trailer, a 30 sec Facebook video and the 60 sec cinema version.

    RESULT :
    The client loved the scripts so much they gave the films a rerun in the cinema's.

  6. Showreel Creative work for The Virus

    Watch this if you want a quick overview of all the campaigns I created and supervised at The Virus.
    I edited this reel myself on Premiere Pro.
    Click 'page 2' below to see more creative campaigns.