What the Project Is
AIR is a creative agency that ties brands to culture and people. Celebrating its 30th anniversary in 2023, AIR has worked with many of Belgium’s leading brands, several international names, and hundreds of talented individuals. The agency has been a unique entrepreneurial adventure in the Belgian advertising landscape, led by its founder and Creative Chairman Éric Hollander, alongside CEO Stéphane Buisseret, who has been a partner for 15 years. Recently, the agency welcomed two new shareholders: Pauline Héraly, who has been with AIR for eight years and succeeds Stéphane as CEO, and Arnaud Bailly, a multi-award-winning creative who has been with AIR for three years and now serves as the Director of Creation.
Main Benefit
Key figures and facts about AIR include:
- Founded in 1993, AIR is celebrating 30 years in the advertising industry.
- Transitioned to a sustainable model and achieved B Corp certification in September 2023.
- Led by a dynamic team including CEO Pauline Héraly and Director of Creation Arnaud Bailly.
- Focuses on creativity crafted for progress, emphasizing responsible communication.
- Has worked with notable brands such as Dior, Delvaux, BABYZEN, and Jules.
Creative Vision
The agency’s new leadership is committed to fostering a culture that embraces its unique values and history. Pauline Héraly expresses a desire to engage all stakeholders—brands, institutions, media, and talents—in accelerating global transformation. The agency aims to inspire and involve everyone in this journey towards positive progress.
Commitment to Responsibility
Arnaud Bailly emphasizes the importance of responsible communication that avoids being boring or moralistic. He believes that positive impact cannot exist without genuine engagement. This philosophy underpins AIR’s creative approach, ensuring that every campaign is not only impactful but also resonates with audiences on a deeper level.
Transition to Sustainability
Over the past two years, AIR has initiated a sustainable transition, culminating in its B Corp certification. This achievement has shifted the agency’s perspective, influencing daily decisions and reinforcing its commitment to social and environmental performance. The new guiding principle, “Creativity Crafted for Progress,” encapsulates this vision, focusing on strong ideas that drive change and are visually unique.
Project Impact
- SDG 12: Responsible Consumption and Production
- SDG 13: Climate Action
- SDG 17: Partnerships for the Goals
Future Aspirations
As AIR approaches its 30th anniversary, the agency’s founders, Éric Hollander and Stéphane Buisseret, are not stepping back but rather channeling their experience into this inspiring vision. They aim to ensure the agency’s longevity while remaining committed to the planet’s future. The partnership with Pauline and Arnaud is seen as a natural progression, aligning with shared values and aspirations for the agency’s next chapter.
