Red Devils fans take over Bauer Media Outdoor screens with AKQA’s ‘We are Belgium’ campaign

As the Red Devils push forward in the 2026 FIFA World Cup™, the enthusiasm of Belgian fans is on full display across the country. In collaboration with AKQA Brussels, WPP and in partnership with the Royal Belgian Football Association (RBFA), Bauer Media Outdoor is broadcasting the participatory 'WE ARE BELGIUM' campaign across its DOOH network, giving national visibility to fans' messages of support.

A campaign created by the fans

Launched as part of the RBFA's new brand platform, "WE ARE BELGIUM" celebrates what unites Belgians around the Red Devils: passion, diversity, and national pride.

The strategy relies on a simple and participatory digital activation. Via the wearebelgium-rbfa.be platform, every fan is invited to upload their photo and handwritten words "WE ARE BELGIUM". The tool then automatically generates an animated visual in the campaign's colours, which everyone can share on social media.

For several days now, thousands of personalized messages have been coming to life on Bauer Media Outdoor's digital screens, transforming public spaces into a massive display of support for the Red Devils.

Fan fervor in the heart of the city

The fans' creations are broadcast in real time across the entire network of more than 1,100 Adshel Live screens in Belgian city centers and Station Live screens in the country's main train stations.

By bringing fans' messages into the streets and transit hubs, the campaign goes beyond social media to create a collective experience visible to all. It accompanies Belgians in their daily lives, matching the rhythm of the tournament, and helps build excitement as long as the Red Devils continue their World Cup journey.

DOOH as an emotional amplifier

Through this campaign, Bauer Media Outdoor confirms the ability of Digital Out-Of-Home to extend digital activations into public spaces and transform user-generated content (UGC) into a large-scale media experience.

By combining participation, creativity, and real-time broadcasting, WE ARE BELGIUM illustrates how DOOH can amplify community engagement and project collective emotions far beyond personal screens.

"When thousands of fans see their own messages displayed in the streets and train stations across the country, Digital Out-Of-Home becomes much more than just a media channel: it becomes a genuine vehicle for emotion and unity. We are thrilled to help bring this national fervor to life alongside AKQA Brussels, WPP, and the RBFA," concludes Baudouin van de Berg, Sales Director at Bauer Media Outdoor.

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