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VDAB Repositions as Career Partner for a Changing Flanders
VDAB's 'And Everything Moves' is a one-minute public service film created by Belgian agency RCA and released in April 2019, positioning the Flemish employment service not as a crisis resource for the unemployed but as an advisory partner available at every stage of a citizen's professional life across Belgium.
The campaign carries a dual register. Its Dutch title, 'En alles beweegt', anchors the work in the linguistic and cultural identity of Flanders, while its central message connects the constant motion of the labor market with the personal transitions every working person experiences — first jobs, career pivots, retraining, reduced-activity periods, and retirement. According to adsoftheworld.com, the work sat within VDAB's broader communication platform, 'VDAB: work that works', developed in partnership with RCA from 2016 onward. The campaign was not a relaunch but an evolution: a confident articulation of a positioning that had been built systematically over several years.
VDAB's institutional scale gives this creative ambition genuine weight. In Belgium, and specifically across Flanders, VDAB describes its potential service population as approximately four million citizens, ranging from school leavers to active retirees, according to Vdab Be. That breadth of audience made a single-insight campaign — everyone's career moves, VDAB moves with it — both strategically necessary and creatively challenging. The film was produced by Lovo and directed by Helvetica, with RCA's creative team led by creative director Bart Klerckx. Clapboard has assigned the campaign a score of 64 out of 100, reflecting competent strategic craft within a category not known for creative ambition.
Flanders experienced increased labor-market tension in 2019. According to vdab.be, the region recorded a slight increase in vacancies alongside a decrease in unemployment that year, creating a market environment in which competition for talent was intensifying and the relationship between employer demand and citizen career mobility was becoming more complex.
In that context, VDAB faced a strategic problem familiar to public employment services globally: institutional perception. Public employment agencies — VDAB's institutional counterparts in Belgium include Actiris, which serves the Brussels market, and Forem, which serves Wallonia, according to vdab.be — are frequently associated in public consciousness with unemployment rather than with career advancement. The risk is that citizens disengage from the service precisely when they need it most: during voluntary transitions, retraining decisions, or moments of professional uncertainty, rather than only during periods of job loss.
RCA's strategic response, developed through a creative relationship with VDAB that according to Cartel Agency began with strategic inquiry in 2012 and moved into active campaign implementation from 2016, was to reframe VDAB as a catalyst rather than a safety net. The 'And Everything Moves' campaign operationalised that reframe by making labor-market mobility the shared experience connecting all citizens — not a condition limited to the unemployed. According to vdab.be, VDAB received 292,233 vacancies directly in 2019 and transmitted approximately 30,352 Flemish vacancies to Walloon jobseekers, demonstrating the operational scale behind the advisory brand promise the campaign was tasked with communicating across Belgium.
The 'And Everything Moves' film runs to one minute. Production credits for the campaign are publicly documented across adsoftheworld.com and cartel.agency, providing an unusually detailed picture of the creative team behind a public service work.
Direction was handled by Helvetica, working under production company Lovo. The creative leadership at RCA in Hasselt comprised creative director Bart Klerckx, art director Karolien Schroeyen, and copywriters Jurgen Verbiest and Tomas de Gregorio, according to adsoftheworld.com. The inclusion of an illustrator — Garland Laffut — in the credited team is a notable detail. Illustration within a film format suggests a visual language that moves beyond conventional employment-campaign conventions, which in Belgium and across Europe frequently default to realist footage of workers in recognisable professional settings.
The choice of Helvetica as director, paired with Laffut's illustrative contribution, points toward a film that treats movement — the campaign's governing metaphor — as a formal as well as conceptual element. The title itself, 'En alles beweegt', implies continuity and flow rather than rupture, and a directorial approach oriented around motion would be consistent with that intent. The broader 'VDAB: work that works' platform, within which 'And Everything Moves' sits according to cartel.agency, required creative executions that could communicate both institutional reliability and human relevance simultaneously — a tension that the film's blended live-action and illustrative approach appears designed to resolve. RCA's agency lineage with VDAB across Flanders gave the team the platform context needed to make that creative bet with confidence.
No independently verified audience or effectiveness metrics for 'And Everything Moves' are publicly available at the campaign level. No award recognitions attributed specifically to this film appear in the documented record across adsoftheworld.com, cartel.agency, or clapboard.com.
What the available evidence does support is a structural effectiveness argument. The campaign operates within a long-term platform relationship — one that according to cartel.agency began in strategic development in 2012 and moved to active implementation from 2016 — which is a meaningful structural advantage. Platform campaigns outperform one-off executions in public service contexts because they accumulate brand meaning across repeated exposure cycles, and VDAB's commitment to a sustained creative partnership with RCA across Belgium provides the operational condition for that kind of compounding effect.
The 2019 labor-market context also created favorable conditions for the campaign's core message. According to vdab.be, Flanders saw increased vacancy volumes and reduced unemployment that year, meaning audiences were more likely to be in the kind of career-transition mindset the campaign addressed — not crisis-driven job search, but active career management. The film's positioning of VDAB as an always-available partner rather than a last resort is structurally well-matched to that environment. Clapboard scores 'And Everything Moves' at 64 out of 100, a result that reflects sound strategic thinking and credible craft within a category — Belgian public service employment advertising — that rarely sets a high creative benchmark.
'And Everything Moves' is a 2019 public service film by VDAB positioning the Flemish employment service as a lifelong career partner. Created by RCA and released in April 2019 in Belgium, it argues that labor-market mobility is universal — and that VDAB supports citizens at every career stage, not only during unemployment.
RCA, based in Hasselt, Belgium, created 'And Everything Moves' for VDAB. According to cartel.agency, RCA's strategic relationship with VDAB began in 2012, with active campaign implementation developing from 2016 onward. Creative director Bart Klerckx led the team, with direction by Helvetica and production by Lovo.
VDAB aimed to reposition itself as an advisory partner across all career stages, not solely a service for the unemployed. According to vdab.be, VDAB's potential service population spans approximately four million citizens in Flanders, making a broad, inclusive career-mobility message both strategically necessary and commercially ambitious for the 2019 campaign.
Helvetica directed the one-minute film for VDAB, working with production company Lovo. The creative team at RCA included art director Karolien Schroeyen, copywriters Jurgen Verbiest and Tomas de Gregorio, and illustrator Garland Laffut, according to adsoftheworld.com. The campaign was released in Belgium in April 2019.
Clapboard scores 'And Everything Moves' at 64 out of 100. The score reflects sound strategic positioning and credible production craft within Belgian public service advertising. The campaign's long-term platform context and alignment with Flanders' 2019 labor-market conditions are noted as structural strengths supporting its effectiveness.
'And Everything Moves' — Dutch title 'En alles beweegt' — sits within VDAB's 'work that works' platform, developed with RCA from 2016, according to cartel.agency. The Dutch-language framing anchors the campaign in Flemish identity while the universal career-mobility message extends VDAB's relevance across Belgium beyond its traditional unemployment-service perception.
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