Be Connect and Brussels Airport run together for the Brussels Airport Marathon

After a competitive pitch, Brussels Airport has awarded the campaign budget for the Brussels Airport Marathon to independent agency Be Connect. Already planned for this first collaboration between the two partners: an inspiring image campaign highlighting the social virtues of running, adapted into video on the social networks but also in the press and POS.

We are different but #WeRunTogether. Behind this slogan are the benefits of running which, like an airport, helps to eliminate borders. When we share a common goal, running 42,195 kilometres for example, little differences don’t matter any more. It’s the message behind the new campaign for the Brussels Airport Marathon dreamed up by the team at Be Connect.

Central to the concept: a key-visual highlighting the campaign’s message of unity and a content video introducing Mélissa and Vincent, a couple who met while running. She is vegan, he’s a carnivore. They’re different, but they run together. 

Some of the 64 ambassadors of Brussels Airport, who all work on the airport site,  will also have their moment in the limelight in a pre-roll format that will remind people, for example, that one is an early riser and the other is a night owl. 

These everyday little differences will also feature in a radio spot on Spotify and will appear in the press and in the airport. 

Finally, influencers will also be part of the equation. Noémie Happart-Carrasco, Sieg De Doncker and Claudia Lomma are already training to run the (half-) marathon despite their differences. They will of course invite their followers to do the same in preparation for the race which will take place on 6 October 2019.

The campaign launched in May 2019 and will continue during the Brussels Airport Marathon with the on-event communication and an after-event film.


Campaign: #WeRunTogether – Brussels Airport

Client: Brussels Airport Company

Client contact: Véronique Vergeynst, Diane Vanderschrick, Geraldine Jacobs

Agency: Be Connect 

CD: Laurent Righetti, Roberto Salvador

Creation: Maike Borms

Strategy: Sabrina Bulteau

Account team: Catherine van Gasteren, Jonathan Suchet

Production manager : Jonas Vincent

Producer : Charline Luthers

Designers : Monica Sanchez Gallado, Bert Landeloos, Kevin Gheux

Copywriter: Marius Picard, Justine Van Rysselberghe, Bart Van Goethem

Production: Girafeo

Director: Laurent Dryon

DOP: Julien Charpentier

Media: Social Media, web, POS

Start date: 21.05.2019