Obelgix Devil Time

Brand activation, Content creation, Photography, Story telling, Video creation, Web development

Client: Obelgix

Date: June 27, 2021

Project Briefing

For EURO 2020, Obelgix set out to boost its brand visibility on social media, with a particular focus on engaging a younger audience via TikTok. The goal was to tap into the national excitement surrounding the Belgian Red Devils and create a culturally relevant piece of content that could go viral — positioning Obelgix as a bold, creative brand attuned to its audience.

Our Approach

Together with the Obelgix team, we conceptualized and produced a short-form video titled “It’s Devil Time”, a playful and timely nod to Belgium’s national football team. By blending humor, football culture, and a trend-savvy format, we crafted content designed specifically for TikTok’s viral mechanics — including bold visuals, punchy pacing, and music-driven engagement. The tone, timing, and platform-native style were all optimized for maximum reach and shareability.

Key Client Benefits

Viral Impact on Target Platform
The video rapidly gained traction, surpassing 100,000 views on TikTok — validating Obelgix’s move into short-form content and energizing its brand among digital-native audiences.
Cultural Relevance and Brand Warmth
By aligning with a major national moment (EURO 2020) in a creative and humorous way, Obelgix connected emotionally with its audience and reinforced a fun, approachable brand image.
Kickstart into TikTok Strategy
The success of the campaign provided Obelgix with strong proof of concept, laying the groundwork for future TikTok activations and building momentum for its ongoing social media strategy.