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Nevertheless, I always noticed that in 2025, marketing often gets stuck in traditional target groups, while society is so much more diverse. Inclusion is too often approached as a checklist — a missed opportunity. Real connection only occurs when brands look not only at who they are already reaching, but also who they are still missing.
With Todos, I want to further expand that. My mission is to help brands better reflect society and see inclusivity not as a trend, but as a core part of their strategy. Because strong communication starts with embracing everyone.
At Colruyt Group, I had the opportunity, as a strategist, to push the first stone in the Belgian advertising world. For Boni, we developed a campaign that focused on a Moroccan family — not as a stereotype or exception, but as a natural part of society. To address this with respect and nuance, we worked with Hanan Challouki. Her expertise helped us break stereotype biases and create an authentic and recognisable campaign. This was one of the three spots in a wider media mix, where we ensured that the traditional target group remained represented.
So it was not about replacement, but about enrichment: the campaign reflected both the existing and new faces of society. In addition to the TV spots, we also had out-of-home material that we had developed in a more insight-driven way. Although multiple spots may be an option, we want to emphasize that this is not the solution for every campaign. However, it does show how different formats and channels can work together to tell a more inclusive and richer story.