Napoleon Games
Napoleon Games
Contract renewal campaign videos

An ostentatious campaign video announcing Cercle’s contract extension takes us to the historic Jan Breydel Stadium, home of both Cercle and Club Brugge. The Green-Zwart’s greenkeeper, fictional or not, enters the field, accompanied by a typical lime-painting machine. After a perfectly normal start to his course, the man suddenly colors firmly outside the lines, both literally and figuratively. To the tones of a wonderful classic record, he waltzes across the field with his paint cart as if he were a contestant from So You Think You Can Dance. The whole enterprise looks lifelike, but did Cercle – and especially rival Club Brugge – really allow the placement of a life-size painted logo? “Only insiders know that. And HLN commentators, because they know everything”


The spot is yet another in a series of eye-catching campaign videos with which Boes & De Smet  have been coloring the social media of various first division clubs for about two years now. “It is our declared ambition to add some extra color to the sports marketing of Belgian top clubs in addition to campaigns for our regular clients. Without revealing color in that.”


Client: Cercle Brugge
Contact: Louis-Philippe Depondt
Agency: Talk of the town
Creative Director: Gertjan De Smet
Creatives: Gertjan De Smet & Jef Boes
Director: Jef Boes
Production: Talk of the town
Producers: Dorien Matthys, Bram Van Landschoot
DOP: Stefan Van Diest
Edit & Sound design: Stefan Van Diest
VFX & grading: Thijs Hasselman (Inblik)
Camera company: The movie lot
Casting Agency: Sien Josephine

“If you look at what’s available abroad in terms of smart and spectacular sports content, we’re not doing too badly, but we’re certainly not at the top of our game as a creative country. Agreed, the budgets are different there, but you don’t always need a bomb of money to create an original and haunting interaction between fans and their club.” Or as Tom Boonen would put it “Sometimes you don’t need a plan, you just need big balls.”

Gertjan De Smet & Jef Boes

Epic staredown between the maestro of sports betting and that of cycling.

In 2020, the cooperation between the Belgian gambling company Napoleon Games and the cycling team Deceuninck-Quickstep began. Both parties are very satisfied and therefore decided to extend the cooperation by three years until 2024. That news was officially announced Monday on the rest day of the Tour de France.

Client: Napoleon Games
Agency: Bowling Brussels / Christophe Ghewy /
Production: Talk of the Town
Director: Jef Boes
Executive Producer: Gertjan Desmet
Production: Lorenzo Veppi
Production Ass: Aagje Flement
DOP: Fred Van Zandycke
Focus Puller: Hannes Bruyneel
Gaffer: Bert Reyskens
Assistent Light: Dieter Roelens
Art director: Jef Boes & Gertjan De Smet
Hair & Make-up: Belinda De Rycke
Edit: Olivier Lambrechts / SLICED
Grading: Tom Mulder