In 2022, Belfius Bank launched a campaign aimed at sharing its “love for entrepreneurs.” The ads were visible everywhere across Belgium, notably on huge billboards. On professional social networks, however, a common observation emerged: the entrepreneurs featured lacked diversity and bore little resemblance to the ambitious and inspiring entrepreneurs we represent daily.

After raising this with the bank, we began providing consultancy for them on this campaign, proposing equally talented but more diverse profiles—across age, gender, and background—for the subsequent waves of the campaign.

Notably, we had the opportunity to see our client Marvin Ndiaye (Fresheo) featured in the following wave.