Lucy is a creative ad agency, specialised in long term strategic brand and audience building. We can help you with your brand strategy, marketing strategy, audiovisual branding, communication and media strategy. Want to strengthen or reposition your brand? Let's talk!Lucyagency.com

Lucy

Lucy is a creative ad agency, specialised in long term strategic brand and audience building. We can help you with your brand strategy, marketing...

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Brussels, BELGIUM – DreamLand is flipping the script on traditional gifting this season. In a brand-new campaign DreamLand is reminding the public that they have something for everyone, not only children. Whether you’re 5, 15, or 55, everyone deserves a gift that actually sparks excitement.

DreamLand and Lucy challenge "lame" adult gifting.

Every year, millions of adults unwrap the same predictable presents: a generic silk tie, a pair of grey slippers, or the dreaded "voucher" that inevitably expires at the back of a kitchen drawer.

Genk/Zaandam, 14 september 2025 – DreamLand unveils its new identity in a launch campaign by Lucy. With the brand promise “Fun starts here”, the essence of play is celebrated as seen through the eyes of children: spontaneous, funny and a little mischievous.

Fun starts with DreamLand & Lucy

Following the acquisition of DreamLand and the integration of the FUN stores by ToyChamp in 2023, the group now operates under a single name: DreamLand. With a network of 90 stores in Belgium and the Netherlands, the brand is now unveiling a complete overhaul of its universe.

Neckermann is once again traveling the world and is bringing along: Lucy. Neckermann is owned by Belgian investment company CIM Capital since June 2021 and found in Lucy the ideal creative partner to rebuild the brand.

Lucy makes vacation plans with Neckermann

Gert De Caluwe, former CEO of Thomas Cook Belgium and Sunweb Group and current CEO of Neckermann: "The Corona crisis completely reshaped the hospitality landscape. Neckermann wants to reactivate the brand and position itself even more on its underlying 'value for money' proposition. By working with Lucy's experienced brand builders, we accelerate our growth considerably. At Lucy, they understood from day one where Neckermann wanted to go." Jonas De Wit, Managing Director of Lucy: "Neckermann is a special brand within the tourism sector. Although it is in the start-up phase again, it does have an strong acquired brand equity. So we are going to bring the brand back from never gone. To do this, we are working with AntsConnect, which has already achieved excellent results for Neckermann in the past year in terms of digital marketing. We are happy to elevate this with fine brand campaigns."

JEF festival gets a total makeover. From now on, JEF festival will be called Youth Film Festival Antwerp, and with that comes a completely new visual identity. The 36th edition of the festival will take place in February 2024. Just like the previous years, you will experience this annual film festival for children and youngsters in Antwerp and on tour in Ghent, Bruges, Leuven, Kortrijk, Roeselare and Hamme.

Premiering: Lucy's new branding for Youth Film Festival Antwerp

After visiting the Youth Film Festival, each child takes home his or her own "filled backpack" full of experiences and ideas. The lead role is therefore reserved for a mascot who carries stories with him or her.

In its latest radio campaign called 'Artificial Icons', Lucy resurrects icons: Kurt Cobain, Prince and Biggie. With their authentic voices, filled with their passion for music, they explain why everyone should be choosing digital radio.

Voice AI bring musical legends back to life.

A creative solution to bypass censorship involves embedding news items in subtitle files and uploading these on pirated movie websites. ReCaptions aims to bring news about Russia’s war in Ukraine to Russian viewers living in a disinformation bubble.

reCaptions uses pirated movie subtitles to deliver news to Russia

The already repressive Putin regime cracked down further on free press in the wake of the February 2022 invasion of Ukraine. In the following days and weeks Russia blocked international outlets like BBC Russian News Service or RFE/RL and even platforms like Facebook and Instagram. Others left voluntarily – streaming giant Netflix left the country in March 2022 in protest to Russia’s invasion.

DreamLand and Lucy challenge "lame" adult gifting.

Fun starts with DreamLand & Lucy

Lucy makes vacation plans with Neckermann

Premiering: Lucy's new branding for Youth Film Festival Antwerp

Voice AI bring musical legends back to life.

reCaptions uses pirated movie subtitles to deliver news to Russia

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