The Oval Office reads along during first Flanders Reading Day

6 April 2023

On Sunday 23 April (World Book Day), the Flemish government, Iedereen Leest vzw and Literatuur Vlaanderen are calling on all Flemings to grab a book and take part in one of the numerous activities during the very first edition of Vlaanderenleestdag. The Oval Office created the "ak een boek dat je pakt" ("Grab a book that grabs you") campaign, which can be followed on social media (Facebook, Instagram, Snapchat and TikTok), OOH image and influencer marketing.

Flanders Reading Day is part of the Flemish government's communication campaign "Friends for Reading - Together for a Reading Offensive" that aims to tackle declining reading literacy and reading motivation.

Grab a book that grabs you

The Oval Office came up with the concept Grab a book that grabs you. Because reading is travelling. Discovering the world around you differently. Discovering other worlds. Travelling through time. Experiencing things together with the characters. Reading is feeling, losing yourself completely and waking up when you close the book. A good story, that wraps you up completely.

The campaign image is made up of several readers who are so taken by the book they are reading that their upper body turns into a character. In the campaign video, we see that transformation happen.


  • Client: Vlaamse overheid (Departement Cultuur, Jeugd & Media, Departement Onderwijs & Vorming), Iedereen Leest vzw, Literatuur Vlaanderen
  • Contact: Pauline D'Haene, Karen Vandenbeck
  • Agency: The Oval Office:
  • Account Team: Line Reynaert, Elien Van Baelen, Sofie Cole
  • Strategy: Marijke Dubois
  • Creation: Gino Keymeulen, Alex Skim
  • Design: Flor Aguilar, Jon Troch
  • Video: MediaMixer
  • Media: Mindshare


Olivier Trop

Managing Director





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About The Oval Office

The Oval Office is a creative communication agency that puts the experience lived by people  at the core of every campaign. With a team of 100+ experts, we work from our offices in Brussels, Antwerp, Amsterdam and Paris. We mix live, digital, content, social, loyalty and media into remarkable internal and external campaigns. We work for Google, BMW, Proximus, ABVV Metaal, Nintendo, Adobe, SD Worx, Randstad, the Flemish government,, AB Inbev, Adidas, Accor, National Geographic, SNCF, La Sécurité routière, le Ministère de la Culture Français.

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