Creative direction — Zalando — Directed by Benjamin Mege
Belgium open call to all the red devils out there: it's time to unite in chant and dress in red. The devil is in all of us.
Belgium is famously a split country, two languages, two regions, but the World Cup is the one thing that gets everyone under the same chant. For the 2026 World Cup, Zalando became an official sponsor of the Royal Belgian Football Association. The Red Devils, the red jersey, the mythology: the devil is in all of us.The film follows players through airport security and the country rushing to meet them: kids cycling hard, Gen Z girls at the canteen with their elders, fashion people at something that looks like a fashion show or is it a game watch party? Cameos only Belgians will clock, Mpenza pulling off his hoodie mid-film, football commentators and influencers just appear unannoucned as easter eggs. The soundtrack is "Everywhere We Go," a chant that every Belgian knows from school buses and stadium stands. It builds until everyone is screaming it together, ending wide on Lukaku, of course.
Bob Jeusette shot the stills. Getting all those players, fans, and extras into the same frame required an enormous amount of plates, compositing, and careful human decisions, not AI, whatever people might assume. One standout image is a guy juggling a green apple in the away kit: pink and light blue, the Magritte jersey, which is why it's an apple and not a ball. Belgium knows its own cultural references and we leaned in, the food, the fashion history, the figures that appear if you know where to look. The hero shots of the players in the stadium seats surrounded by fans close the campaign the same way the film does: with everyone in it.
Creative Direction
Julie Maillard
Director
Benjamin Mege
Photographer
Bob Jeusette
Styling
Veronica Ruggeri, Abbey Looker
Talent
Male Belgian football team
Copywriting
Sim le Compte
Client
Zalando
Creative Agency
Mutant