Cool Marketing Thoughts

The woman’s magazine ‘Flair’ (pronounced ‘flare’) is without any doubt one of the most popular magazines in the Flemish market. Next to the Belgian editions – Flemish & French -, there’s also a Dutch one. The Flemish edition has an average number of readers that circles around 712.000, which is quite a lot for this tiny part of the country. The magazine covers all kinds of topics going from home decoration to fashion and every week there’s a ‘hot topic’ that mostly concerns sex or ‘love’ in general. Many men read the magazine to understand what lives inside a woman’s mind. That’s exactly the angle Duval Guillaume Brussels used for this campaign: “what’s going on inside a woman’s mind?”

In the first ad we see a bunch of positions from the KamaSutra, but instead of a description of the erotic effect or the ‘how-to’, we see how many calories per minute the woman burns. In the second ad we see the main reason why women watch football. Check out the names on the back of the players and it’ll all become clear to you.

Copy: “Because women have their own logic.”

Client: Sanoma magazines/Flair
Agency: Duval Guillaume Brussels
Account Team: Greet Wachters, Isabel Peeters
Creative Directors: Peter Ampe, Katrien Bottez
Copywriter: Virginie Lepère
Art Director: Fred Van Hoof
Art Buyer: Elly Laureys
Strategy: Tom Theys
Photographer: Kurt Stallaert, Bernard Bertrand
Retouching: Yelle Vandenbruaene, Frederic Dupont
Media: Magazines