Ministerie van Creatieve Zaken - Reclamerakkers

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België
Ghent
Ministerie van Creatieve Zaken - Reclamerakkers

We're a freelance creative team in advertising.... think 'Mad Men', but without the suits, booze and dvd releases. Have a look or just give us a shout.
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As a freelance creative team, we found out along the way that ideas do come easier when you’re having fun. So we try not to take anything too seriously... except for the assignment you give us of course.

16/06/2026

Why I'd rather wear a wig than a mask.

On Father’s day, my kids took me to the movies to see 'Masters of the Universe': the live movie adaptation of the cartoon and toy line I have loved dearly since I was 8.

The present came with a challenge though: wear a He-man wig and inflatable power sword all the way to the movies.
The 52- year-old child in me didn't hesitate for a minute. The grown-up version kind of did.

But here's what hit me halfway through the movie: as a brand, Masters of the Universe never took itself too seriously.

How could it?
It blends half-naked barbarians with science fiction, dragons, monsters, robots and characters named 'Ram-man' and 'Fisto'.

By taking itself not too seriously, 'MOTU' gives itself the freedom to create a world where practically anything goes.

I think that's what fans have loved about this brand for over more than 40 years.

Is there's a thing we can learn from this as professionals or business owners?

Well, maybe we should take off the professional mask we wear 5 days a week more often and put on the wig from time to time.

And maybe we should grant ourselves a little bit more freedom to create our own universe where anything goes.

x

Robin

ps: Thanks kids for the insight.

ps 2: In my keynote: "Totally Flawesome: 9,5 ways to be perfectly imperfect as a brand." I share a few creative ways to master your brands' universe. Wig optional. 🟢

10/11/2025

You know what I love most about doing a keynote for a Gen Z audience?

The fact that they 'll surprise you more than any other audience.

Sure, for a public speaker they're a tough bunch to get in front of.

They 're not too great at showing interest or emotion in front of their peers.

And yes, they pretty much suck at participating or sharing their enthusiasm in public.

So, I spice up my keynote with Gen Z tricks such as this one: (feel free to try it yourself)

1. "Okay, please put your both arms up in the air for 90 seconds ..."

2. Then quickly ask a couple of questions.

3. "Wow, all those hands, ... thanks for all the participation, guys!"

They laugh... with me ànd with themselves.

Because Gen Z are intelligent enough to take a joke, get inspired, handle social pressure, adapt to an uncertain future ànd grow up as a human being... all at the same time.

So, next time they're YOUR audience, give them some slack. They deserve it.

And to the ladies & gentlemen at Arteveldehogeschool departement Communicatiebeheer, thank you for showing up, raising your arms and making me a less insecure public speaker.

You rock!
x
Robin

ps: High five to Mohammed Nasaj, Esther van Tilburg & Els Van Betsbrugge for your trust & encouragement.

31/10/2025

"About half of the Belgian population confuses X2o with Ixina!"

That was basically the brief when Steven & me met with the people at X2o Badkamers for the very first time, about 6 years ago.

You got to admit; when people think you're selling kitchens instead of bathrooms, you do have a problem indeed.

But at Ministerie van Creatieve Zaken - Reclamerakkers we happen to love ànd solve that kind of problems.

The very first idea that came to mind, was - as so often is the case - the most obvious one: "What if X2o had a kind of icon or symbol that makes it impossible to think of kitchens?"

Et voilà: the X2o rubber duck was born.

But we kept searching for 'better' and 'smarter' ideas, because surely that rubber duck was far too obvious and not ingenious enough to meet our own creative standard.

After all, you can't impress your client with an idea that anyone could have thought of, right?

Wrong.

If there's anything that rubber duck has taught us, it's that sometimes creative egos should simply step aside and give an obvious idea the chance to grow into a great idea.

Thank you, Vandendriessche, Peter Demets, stefaan haudenhuyse, Eva Boelens and Julie Denys for giving our little duck the wings it needed.

The only thing that makes a small idea grow, is the courage of the people who believe in it.

hashtag hashtag hashtag

24/10/2025

Why an idea is never truly 'yours'.

You know, as freelance consultants at Ministerie van Creatieve Zaken - Reclamerakkers, Steven & me get mostly hired to help agencies or SME 's find a concept or idea that's a solid answer to a certain brief or challenge.

Once the core idea is there, other people take over to materialize that idea into a campaign, a clip, an ad, a branding or even a product.

Other teams develop it, creative directors tweak it, accounts align it ... so that clients can eventually build on it. And that's how it should be. After all, creativity is meant to evolve, isn't it?

But I would be lying if I told you that leaving your ideas behind doesn't hurt.

Even after 15 years of freelancing it still feels a bit like signing up a puppy you adore for adoption while hoping the new owners will take good care of it.

But guess what? A couple of months later you suddenly see or hear that same puppy and -more often than not- people have nurtured and raised it better than you could ever have.

So, thank you Bart Klerckx, Sandra Wille, Nicholas Sterckx, Jan Leenders, and lovely people Cartel agency, for keeping this little idea small and making it bigger at the same time.

https://press.multipharma.be/multipharma-lanceert-nationale-videocampagne-over-apothekersberoep

And for reminding us that our role as creatives is never to own ideas, but to release them.

Pleasure working with you guys.
x
Robin & Steven

24/04/2025

Hoe zorg je ervoor dat ideeën JOU vinden in plaats van omgekeerd?
Wat is 't verschil tussen een baseline en een headline, en hoe bedenk je ze?
Hoe brainstorm je efficiënt met collega's, klanten, AI of gewoon jezelf?
En vooral: hoe verander je lezers in fans met woorden en je eigen verbeelding?
Op donderdag 15 mei geef ik je daar heel graag een antwoord op in deze bijzonder pittige training in de workshopruimte van SCRIPTORIJ in Gent.
Inschrijven kan in de comments.
Voor iedereen die :
- op een communicatie- of marketingafdeling werkt
- als communicatie verantwoordelijke conceptueel wil leren denken
- als (conceptuele) copywriter aan de slag wil
- creatives & agency feedback moet geven op creatie & copy
- regelmatig teksten schrijft voor de website van een bedrijf
- zelf een website of webshop wil opstarten

27/01/2025

Als je echt alles over hebt om een badeendje te bemachtigen ook als je daarvoor 't water met een -2° gevoelstemperatuur moet trotseren ❄️🏊🏼‍♂️

02/12/2024

Wanneer een organisatie voor zelfstandigen je vraagt om haar nieuwe reclamecampagne te bedenken, helpt het als je toevallig zèlf zelfstandig bent.

Maar als je mij nu vraagt waarom Unizo's 'Vergroot je ondernemerskracht' zo ontploft is op LinkedIn & social media; dan kan ik je daar eigenlijk niet zoveel over vertellen.

Behalve dan misschien dat de campagne gebaseerd is op een mooie quote van Dennis & Wendy Mannering... die Steven de Vreese en ik tegenkwamen, 14 jaar geleden, één week voor we zelf onze btw-nummer aanvroegen: "Attitudes are contagious. Are yours worth catching?"

Want zie je, 'ondernemerskracht' heeft weinig te maken met een product of service, maar àlles met de mentaliteit van de persoon àchter dat product of die service.

Ondernemerskracht is een manier van zijn, en ze is nog ferm besmettelijk ook.

Vandaar dus een speels en aanstekelijk icoontje dat zowel ondernemers àls zelfstandigen in spé uitnodigt om hun ongewone manier van zijn te tonen, te vieren èn te delen.

Dikke merci Unizo en Kirsten van Goethem voor jullie vertrouwen, ballen èn jullie ondernemerskracht.

x

Robin & Steven
www.ministerievancreatievezake

24/09/2024

🐥 Vree wijze eendjes in Gent!

X²O Badkamers heeft het begrepen: 𝘇𝗶𝗰𝗵𝘁𝗯𝗮𝗮𝗿𝗵𝗲𝗶𝗱 𝗶𝘀 𝗮𝗹𝗹𝗲𝘀!
Sinds juli duiken hun eendjes overal op in het centrum van . Een krachtig voorbeeld van hoe je met een campagne in één oogopslag opvalt. 𝗕𝗿𝗲𝗲𝗱 𝗯𝗲𝗿𝗲𝗶𝗸, 𝗯𝗹𝗶𝗷𝘃𝗲𝗻𝗱𝗲 𝗶𝗻𝗱𝗿𝘂𝗸.

👉 Contacteer ons vrijblijvend en ontdek hoe jouw merk ook kan schitteren!

Adres

Ghent
9000

Website

http://www.ministerievancreatievezaken.be/

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