Zeeman — "Radin, c'est malin"

Zeeman — "Radin, c'est malin" (AI Campaign)

A school project: a rebranding and campaign for Zeeman, the budget retailer, aimed at the French-speaking part of Belgium.

In Flanders and the Netherlands, there's a word for it: zuinig. Being careful with money, and a bit proud of it. On the French-speaking side, the closest word is radin, and it's usually an insult. Most budget brands try to hide that they're cheap. I thought Zeeman should do the opposite and own it, even in the French-speaking market. Being stingy isn't something to be ashamed of, it's smart. That became the line: "Radin, c'est malin."

The tone is dry and a bit ironic, like a cheapskate who's proud of it. It runs through the whole campaign, written in French: posters in the first person, Instagram carousels about everyday stingy habits, street activations, and a blue and yellow label system for the products.

The concept, the insight and the campaign idea are mine. I then used generative AI to produce some of the visuals.