Cool Marketing Thoughts

This ad campaign was made for the Belgian (Flemish) weekly magazine HUMO. Incredibly popular with teens and students, the outdoor part of this campaign didn’t last very long because the edgy posters soon made their way to dorm - and bedroom walls. The babyboomers and grey-haired people called it tasteless and insulting, but like it usually goes, if there’s anything that would make something popular with the younger generation it’s the fact that an older generation gets upset about it. Over at the Mortierbrigade agency, they thought that by mixing the cultures, they could even make the “worst persons” -interpret free at will- beautiful. These four different ads were placed in print in the HUMO magazine and wild-posted by night next to the real campaign posters for politicians for the regional elections that ran in the beginning of October.

Client: Humo
Agency: mortierbrigade ( Belgium)
Head of Quarters: Veerle Devos
Creative Directors: Jens Mortier, Joost Berends, Philippe De Ceuster
Copy: Joost Berends
Art Director: Dieter Vanhoof
Strategy: Tom Himpe
Illustration: Victor Sanchez
Producer: Thierry Lambot (Print Producer)
Photographer: Frieke Janssens
Retouching: Idéal23
Media: Posters, radio