OVAM – Ecodesign Award: from competition to inspiring platform

For the 2024 edition of the OVAM Ecodesign Award, we were asked to breathe new creative life into the campaign. We reimagined the original visual concept and transformed it into a powerful animated key visual, positioning ecodesign as a fresh and relevant force in a world dominated by AI buzz. Throughout the process, we kept a sharp focus on the primary audience: young designers and students. We played deliberately with bold colors and smart, accessible language that resonates with their mindset and cultural references.
Klant
OVAM
Sector
Government
Tags
Creatief concept
Social media campagne
Fresh and dynamic campaign visual for the OVAM Ecodesign Awards, targeting young designers.

Approach

The main objective? To build an inspiring and enduring platform, fuelled by compelling content across the social channels of OVAM and Vlaanderen Circulair. We developed a year-long content strategy that revolved around:

  • Educational posts – bite-sized, expert-led explainers on core ecodesign concepts.
  • Interviews with past winners – sharing how the award shaped their careers and how they continue to integrate ecodesign in their jobs and daily lives.
  • Project spotlights – highlighting innovative products and circular design solutions.

The result was a consistent stream of engaging content that kept the conversation on ecodesign going long after the submission deadline.

As part of the strategy, we also went on site during the two-day Ecodesign Challenge. Students teamed up to tackle a real-life circular design challenge. We captured the energy on the ground through live social content: short interviews, atmospheric visuals, inspiring snapshots, and a dynamic aftermovie. All of it was later integrated into the ongoing content calendar.

Results

Thanks to a bold visual identity and a thoughtful content strategy, the Ecodesign Award succeeded in energizing students and delivering the message of circular design in a clear and compelling way. The campaign significantly boosted the award’s visibility and brought the theme of circular economy closer to the designers of tomorrow.

Most importantly, we managed to transform Ecodesign by OVAM into a vibrant, long-term platform. A strong visual language, consistent and relevant storytelling, and a tone of voice tailored to the target audience turned this into a campaign that goes beyond a single edition, it became a blueprint for sustained engagement and inspiration.

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Where Umbau Made the Difference

In a short timeframe, we succeeded in reviving an existing concept and creating an impactful, accessible campaign. By smartly combining storytelling, branding, and digital activation, we made the circular economy tangible and relevant for a young, creative audience.

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