Agency: Happiness Brussels


Quick, the most famous and iconic Belgian fast-food restaurant brand, launched an exclusive backpack for wintertime: the BaQpack.

A limited edition designer bag with a reflective logo that glows in the dark, for fans to be seen at night on their way from home to the nearest Quick restaurant. And vice versa.

Each BaQpack is made from upcycled outdoor advertising canvas and its unique design has been created by Sander Bos, a young Belgian stylist who worked at a Quick restaurant to fund his own fashion brand. The making process is 100% Belgian, as the bags are made in Brussels, by the “L’Ouvroir” workshops, employing people with disabilities. Handmade, each bag is also completely unique, as the fabric is recycled from different pieces of outdoor advertising canvas.

On Black Friday, fans of the brand could buy the BaQpack on a dedicated platform for 24,95€. Thousands of them spent their morning on the website waiting for the sales to open. The result? The limited edition BaQpacks were sold out within only 90 seconds, thus becoming the fastest sales ever for a Quick merchandising item. It is the ultimate proof that Quick truly is an iconic brand for every Belgian.

This professional campaign titled 'BaQpack' was published in Belgium in November, 2022. It was created for the brand: Quick, by ad agency: Happiness Brussels. This Design, Digital, and Print media campaign is related to the Food industry and contains 6 media assets. It was submitted 10 months ago by Associate Creative Director : Maxime Damo of Happiness Brussels.


Advertising agency: HAPPINESS BRUSSELS, Brussels, Belgium
Photography production: Bounce Rocks
Head of Marketing: Dirk Lammens, Quick Burger Brands Belgium
Marketing Manager: Evelyn De Groeve, Quick Burger Brands Belgium
Brand Manager: Sarah Pockelé-Dilles, Quick Burger Brands Belgium
Digital Marketeer: Sophie Verschueren, Quick Burger Brands Belgium
Executive Creative Management: Karen Corrigan
Chief Creative Officer: Geoffrey Hantson
Creative Director: Katrien Bottez
Concept provider: Maxime Damo
Managing Director: Hans Smets
Strategic Director: Coppelia de Crane d'Heysselaer
Account Director: Barbara Devaux
Senior Account Manager: Lukas Das
Account Manager: Aurélie Forissier
Connectivity & Content Director / Content Provider: Wesley Roeland
Connectivity Planner: Elise Van Craen
Creative Content Director / Content Provider: Jil Dockx
Content Provider: Luca Diovisalvi
Copywriter NL: Dee Verwaetermeulen
Copywriter FR: Stéphane Opdenbosch
Head of Design: Dries Lauwers
Graphic Designer: Lore Snauwaert
Graphic Designer: Jonathan Kalifat
Graphic Designer: Emilie Wauthelet
Motion Designer: Bart Callaerts
Head of Digital Project Management: Joni Allaert
Head of Production: Bart Van de Maele
Production BaQpack: Pascal Delfosse
Fashion designer: Sander Bos
Photographer: Daniil Lavroski / Bounce Rocks
MUA: Michelle Braspennincx
Styling: Oemer Khan

Henry Dunant


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