Really get to know each other with Ardennes-étape and mortierbrigade.

With over 2.000 stays, Ardennes-étape is the holiday expert in the Belgian Ardennes. Most of their accommodations are ideal for larger groups and each one is moderated by an independent owner with great care. For a great holiday with a group of friends or the whole family, ardennes-étape.be is the place to be. With this core business they want to conquer Flanders and the Netherlands. And this calls for a new positioning, that was established together with mortierbrigade.

We distance ourselves from the stereotypical image of the Ardennes and shift the focus to the emotional benefits for vacationers during a group stay in the Ardennes, and in our stays in particular. By doing so, we want to fundamentally distinguish ourselves from vacation parks, hotels and camping sites in the region.
​- Charlotte Frenay, Communication Coordinator at Ardennes-étape

And it’s in one of those wonderful Ardennes-étape stays, in complete comfort and surrounded by the most beautiful nature that Belgium has to offer, that you truly get to know friends and family. You are together 24/7 in lovely circumstances, but are also confronted with each other’s less lovely traits. The moments you experience together like this, stay with you forever. This is exactly the message in the new line that mortierbrigade came up with: Ardennes-étape. Stays that stay with you. The campaign that launches now, is the first one of many in this brand new long term concept.

In the new campaign, we meet 6 people from a group of friends and a family within the idea ‘In a house in the Ardennes, you really get to know each other.’. This production from Czar and director Joe Vanhoutteghem brought forth two long and six short films. Klankwerk took care of the voice recording and sound engineering.

The creative concept ‘Really get to know each other in the Ardennes’ that we developed hand in hand with mortierbrigade beautifully sheds light on the features that our Flemish and Dutch audience is looking for in the Ardennes: picturesque and untouched nature, hilly landscapes and forests as far as the eye can see. ​
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​On top of this, the concept places our stays, and their authentic and warm character, in the middle of this setting. They are the stage for the sometimes wacky and sometimes touching moments that occur during a vacation, and that stay with us forever. ​
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​We see the heroes in our films experiencing time, comfort and freedom. Circumstances in which they can fully be themselves, and mutual ties grow and become stronger.

The films and derivatives will appear on television, as online prerolls and in several applications on social media.