30/10/2025
100 million views!
Exactly ten years ago, I had the privilege of being “the man with the contagious laugh” in The Coca-Cola Laugh Mob – a simple idea that turned into a global smile.
What started as a small metro stunt in Antwerp spread happiness all over the world.
Over 100 million views
Seen in dozens of countries
Shared by thousands of people and media outlets
Winner of several international awards, including The Golden Award of Montreux
A huge thank you to the brilliant teams who made this magic happen:
Coca-Cola Belgium
Serviceplan / Gonzales Brussels (creative agency)
And everyone who helped share a laugh that travelled further than we ever imagined.
Ten years later, this message still feels just as true as it did back then:
“Happiness starts with a smile.”
And for me, it always will — because every smile counts.
