JOE Fm

JOE FM

TBWA Belgium

by Dirk Domen

Feel-good radio station JOE FM celebrates its 10th anniversary embracing the opportunities life has on offer. It taps into the mindset of its enthusiastic audience who typically celebrated their 10th birthday some 30 years ago.
People who now see the age of forty as a wonderful way of life.

For JOE FM, turning ten is just another stop on a joyful journey that leads to anything you can imagine. And in that regard, it’s just like turning forty.
Whatever the past, whatever the present: the best is yet to come.

Our director Dirk Domen has made that very clear in this suitably optimistic anniversary commercial.