“Now we were looking for an extra touch to support the national team and to stir up the Belgian feeling,” explains Vandoorne. “Also because this World Cup is in the winter. That is not the same story as a World Cup in the summer, where everyone follows the matches on terraces. And so the idea grew.”
The communication team of the palace then sat together with the Football Association, and with the production house with which the Football Association often collaborates. “At first we had a vague concept,” says Xavier Baert, director of Media and Communication at the royal palace. “We wanted a video for social media that was short and funny to create a national feeling. It was important, of course, whether the king agreed with the concept,” says Vandoorne.
They undoubtedly got their inspiration from the British royal family. There, the late Queen Elizabeth II shone alongside James Bond with Paddington bear and she also recorded a film for the Invictus Games with grandson Harry.
