Cool Marketing Thoughts

De Morgen (translated: The Morning) is a Flemish newspaper that’s always been on the controversial side. A bit leftish-oriented and always in for a written riot, the paper has a history of investigative journalism, some stories more accurate than the other. Duval Guillaume Brussels recently pulled one massive campaign for De Morgen playing the billboard and guerrilla card as well as the other conventional channels. The entire campaign has been set up to communicate the new tagline “An Open Mind Encounters More”. Let’s have a look at this. First stop: Bus stops:

Copy: “Yes, there’s life before death”

Copy: “Only regret the things you actually did”

Copy: “If the dogs don’t bark at you anymore, you’ve been jogging along the same course for too long”

Next stop: Point Of Sales:

Copy: “Wait here while your dog fetches the newspaper”

Next stop: Guerrilla:

Copy: (equals tagline) “An open mind encounters more”

[I've seen this before, but I don't remember where]

They also placed this box in a park, creating a ‘Speaker’s Corner’ as they have one in Hyde Park in London. This is actually quite new I think. I haven’t seen this before.

This next one reminds me a lot of the prevention ad for ‘drunk drivers’, which I’ll add after the one for this campaign.

See? Agreed, it’s not the same product or awareness campaign, it’s not the same topic etc… But it just reminded me of it.

Last stop: other media:

Copy: “You’re not going to order spaghetti again?”

Copy: “Don’t become so predictable so that they’d already have served you before you order”

Copy: “Stumble to your home via another course later on”

Copy: “The rest is in my head”

Agency: Duval Guillaume Brussels
Account Team: Greet Wachters, Isabel Peeters
Creative Directors: Peter Ampe, Katrien Bottez
Creation: Jan Ockerman, Vanessa Hendrickx, Catheline Leroy, Eva De Jonckheere
Print Production: Elly Laureys
Strategy: Tom Theys
Graphic Designer: Touch De Clercq
Typography: Corine Doucet