Agency
Change has always beenaround
Fifty years of Belgian advertising, and a stubborn refusal to make work that only other advertisers enjoy.
Contact usWho we are
Popular excellence
Air spirit is people making things for people. Not ads for ad people. But for culture. We believe in work that’s popular on purpose : mixing sharp thinking, excellent craft, and the right amount of silliness to make it stick.
That belief shows up as a way of working rather than a manifesto on a wall. Strategists sit with creatives from the first conversation, production is involved before the idea is locked, and nothing leaves the building that we would not want attributed to us. It is slower in the first week and considerably faster in the last one.
Culture
Built with a culture
Culture drives everything
We stay close to what moves people — behaviors, conversations, and shifts in society — to create ideas that feel relevant, not imposed.
At the pulse of culture
From emerging trends to everyday moments, we tap into culture to make brands part of the conversation, not outside of it.
Where brands meet culture
We connect brands to real-world contexts, turning cultural insight into ideas people recognize, engage with, and share.
Small Change. Big Commitment.
Being B Corp is not a label for us — it’s a way of working. It reflects a long-standing belief that creativity should contribute to progress, not just performance.
Talents behind our projects
Strategists, creatives, producers, designers and account leads — around forty people in one Brussels building, working on the same floor on purpose. The directors are on the work, not above it.
Meet the team
Edouard Coune
Creative & Craft Director
Pauline Heraly
CEO & Managing Partner
Arnaud Bailly
Creative Director & Managing Partner
Michelle Defooz
Strategic Director
Julie Demoulin
Client Service Director
In fact, when you look at the history of the world, there is only one thing that remains constant, and it is: change.
BCorp
Where our industry partly created a problem, we want to be part of the solution.
We are aware that the impact of our activities does not stop at the agency’s doors. And although we cannot control all the stages of a communications campaign, we can however help strengthen the sustainability of the production process, for both our activities and our competitors’.
To move forward in this direction, we have developed a unique proprietary algorithm with CO2logic that enables us to calculate, reduce and offset the carbon footprint of the production process.
Applicable to all our print, film, digital and audio production activities, this algorithm now enables us to neutralise the emissions relating to our clients’ campaign productions and to offer them a ‘carbon neutral’ production process.