Once a year, Embuild opens the gates of construction sites all over Belgium. On 31 May 2026, Open Wervendag invited everyone to step inside the fences they walk past every day. A good event brand doesn’t start from scratch every year. Just like the big art fairs, Open Wervendag keeps its look and changes the edition. So we gave the existing branding a fresh coat, not a new foundation: the same but different, but still the same.
The real work was in the message. Renders, site boards and future visuals show everyone what’s being built. Almost nobody knows how. That gap became the campaign: “You know what we build, but not how." This edition put the spotlight on the craft, the techniques and the innovation behind every site.
We brought that idea to life across every channel. A manifesto video showing how building has evolved while the foundation stays the same. Three radio spots in which a child keeps asking how things are built, and mum or dad doesn’t quite have the answer. Social videos on three sites, with a narrator walking you through how each one actually works. And ten personalised banners on top sites, each speaking for its own project: “You know we’re renovating this viaduct, but not how.” On top of that, we built a full toolkit for 140 construction companies and 129 sites, from flags and barrier tape to signage, promo materials and print and online ads.
And people came. 73,000 visitors, up from 65,000 the year before. Online, the campaign reached 26.6 million impressions across Google, YouTube and Meta, and the website received 345,000 visits. The manifesto video got 2.3 million views on YouTube, and 32% of viewers watched it all the way to the end.
