Belgian Football Association launches new brand platform “WE ARE BELGIUM” with AKQA Brussels

Ahead of the qualification campaign for the FIFA World Cup 2026™, the Belgian Football Association is launching a new brand platform that goes beyond football. With the new baseline “WE ARE BELGIUM”, the federation aims not only to support the Red Devils, but also to celebrate Belgium’s unique identity and bring supporters together. The campaign was developed through a collaboration within WPP, with the design created by AKQA Brussels.

The campaign is built around one central belief: football is one of the few forces that truly brings Belgians together, despite their differences. This is why the campaign embraces what makes Belgium unique: multilingualism, cultural diversity, self-deprecation, humour, surrealism, inclusivity and ambition.

Earlier this year, WPP Belgium was asked to unite the country in the run-up to the 2026 World Cup. In response, AKQA Brussels and VML joined forces to create the new platform: “WE ARE BELGIUM”. The baseline builds on the national motto “L’Union Fait La Force” and is designed as a long-term platform that will serve as the foundation for communication around the national team in the years to come.

Fans at the centre

With this approach, the Belgian Football Association wants to give supporters an active role in the story of the Red Devils and further strengthen the connection between fans and players. This philosophy was also reflected in the design developed by AKQA Brussels.

Instead of creating one fixed logo for WE ARE BELGIUM, the choice was made to develop an identity made up of multiple styles, co-created and shaped by the supporters themselves. A deliberate choice that perfectly reflects Belgium: a country where differences, individuality and a healthy dose of stubbornness come together. It is precisely this diversity that makes us unique as a country and as the Red Devils.

Official fan selection

Alongside the new brand platform, a large-scale activation has also been launched in collaboration with several partners of the Red Devils. The Belgian Football Association is searching for the official 26-member supporters’ squad.

This fan squad will receive a unique behind-the-scenes experience and will represent the passion of Belgian supporters throughout the campaign towards the World Cup.

More than a football campaign

With “WE ARE BELGIUM”, the Belgian Football Association is positioning the Red Devils once again as a unifying force within society. The campaign aims to show that Belgium, despite its complexity at times, becomes stronger when it comes together around a shared goal. All with a typically Belgian ingredient: a good sense of humour.

The campaign will run throughout the entire qualification period for the FIFA World Cup 2026™ and marks the beginning of a broader brand strategy centred around the national team and its supporters.

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CREDITS

Client: KBVB
​Clients: David Steegen, Daf Van Campenhout, Thomas Rubbens, Charline Boccard, Robin De Wachter

Agency: WPP Belgium, AKQA Brussels, VML
​ECD: Peter Ampe, Klaartje Galle
​Creative Directors: Kenn Van Lijsebeth, John Benois
​Creatives: Kenn Van Lijsebeth, John Benois, Patrick Vermeylen, Tomas Van Loon, Lore Heyvaert, Sarah De Blaiser, Frans Hulet
​Account Director: Diane Munyeshuli

Head of Craft: Olivia Naudts
​Creative Planner: Kirsten Vanderbeke
​Design Director: Jan Sidgwick
​Designer: Bert Tas
​Website: Bram Verdyck, Sam Serrien
​Strategic planner: Tom Ernst, Yarne De Schrijver

Production company: LesMecs
​Director: Willem Volker
​DOP: Fabrice Parent
​Executive producer: Jesse Vander Meersch
​Producer: Alexander Malik
​Post-production company: AKQA Productions
​Color Grader: Virgil Leclercq
​Editor: Sven Vanhee, Lucas Verhoustraeten
​Sound Production: AKQA Productions
​Sound Engineer: Mathieu Van Den Driessche