The Giant Launch

Background

This project started as the very first briefing at the Creative Belgium School. The briefing came directly from Happiness Brussels for their client Quick, and was presented by Geoffrey Hantson himself.

It was an exciting opportunity to work on a real campaign for an iconic Belgian brand. I pitched the concept to Geoffrey, who immediately responded with enthusiasm. This positive feedback was a great boost for a first assignment and confirmed the potential of the idea.

From there, the concept evolved into a bold national story that celebrated Quick’s Giant burger and its unmistakable Belgian identity.

Problem

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The Giant is beloved, but in a crowded market, Quick needs to keep it top of mind and reinforce its iconic Belgian status.

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Insight

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When abroad, Belgians feel an emotional connection to local food, it instantly brings a sense of home and pride.

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Idea

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Send the Giant burger to space with Belgian astronaut Raphaël Liégeois, making it the first Belgian burger in space, a bold symbol of national pride and taste.

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Execution

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Ahead of Raphaël’s 2026 mission, a campaign follows the journey of the Giant into space, from preparation to liftoff. Quick celebrates this historic moment with in-store activations, limited-edition packaging, and national pride messaging: “Even in space, the Giant stays Belgian.”

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