| Title | MORESALMON |
| Brand | DE MORGEN |
| Product/Service | NEWSPAPER |
| Category |
B03. ILLUSTRATION |
|
Entrant Company
|
BOONDOGGLE Leuven, BELGIUM
|
|
Advertising Agency
|
BOONDOGGLE Leuven, BELGIUM
|
|
Production Company
|
CREATIVE CONSPIRACY Gent, BELGIUM
|
Credits
| Pascale Coppens |
De Persgroep |
Marketing Communications Director |
| Katrijn Vrints |
De Persgroep |
Marketing Manager |
| Inge Debremaeker/Ward Cannaerts |
De Persgroep |
Marcom Managers |
| Odin Saillé/Niels Schreyers |
BOONDOGGLE |
Creative Directors |
| Hans Kerkhoff/Raoul Maris/Stef Selfslagh/Sam De Vriendt/Merel Van Den Broeck/Han |
BOONDOGGLE |
Creative Team |
| Marieken Maes |
BOONDOGGLE |
Campaign Manager |
| Sander Janssen/Maarten Cox/Tim Borguet |
BOONDOGGLE |
Strategic Planners |
| Peter Verbiest |
BOONDOGGLE |
Strategic Director |
| Inge Vander Velpen |
BOONDOGGLE |
Managing Director |
| Sven Verfaille/Eline Rodiers/Nathalie Vanheers/Lode Bellens/Stijn Pauwels |
BOONDOGGLE |
Graphic Designers |
| Kim Claeys/Wannes Aelvoet |
Creative Conspiracy |
Video Production/Illustrations |
| Wannes Aelvoet |
Creative Conspiracy |
Animator |
| Emily Rammant |
Creative Conspiracy |
Producer |
Brief Explanation
De Morgen was once thé most progressive and outspoken newspaper in Belgium, but lost a bit of her edge during her quest for a future-proof approach in the digital era.
The goal was to re-install De Morgen's attitude of balanced contrariness and reclaim their territory in an otherwise predictable world of news providers.
The Brief
The news industry has been struggling the last decade, as the world got digitalized and social media became omnipresent. Publishers have been and some are still looking for ways to ensure their future.
A newsprovider needs to offer news 24/7, through all possible online, social and mobile channels.
The challenge for De Morgen is to stand out so that consumers choose De Morgen to fulfill their news-needs.
How the final design was conceived
We developed an a-typical brand campaign, that would stand out the clutter of ordinary and express De Morgen's outspoken attitude.
A screaming graphical style and a clear mission statement explain what De Morgen now stands for: "More insight. More salmon.".
Just like a salmon swims up stream, De Morgen will provide more healthy oppositional journalism to offer a broader, more insightful perspective on the news.
Indication of how successful the outcome was in the market
The new slogan is starting to get known and people are referring to it on twitter when talking about a newsarticle or column from De Morgen.
More than 11000 people subscribed to the trial-offer.
We also noticed that more De Morgen-articles are shared through Facebook.