In the heart of the city, all roads now lead to the Mijn Antwerpen app. To ensure every Antwerp resident is aware of this digital shift, the creative agencies Lucy and MR81 joined forces to launch an extensive and unmissable campaign. 

By combining strategic messaging with high-impact visuals, they effectively transformed the way citizens interact with their city, making the app an essential tool for daily life in Antwerp. This collaboration focused on reaching a diverse urban audience, ensuring that the app's benefits—from administrative tasks to local news—are now top-of-mind for everyone living in "'t stad.