UNCENSORED ARTICLES MADE IN CHINA
| Title | UNCENSORED ARTICLES MADE IN CHINA |
| Brand | HUMO MAGAZINE |
| Product/Service | HUMO MAGAZINE |
| Category |
F01. PROMOTIONAL ITEM DESIGN & PHYSICAL BRAND COMMUNICATION |
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Entrant Company
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MORTIERBRIGADE Brussels, BELGIUM
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Advertising Agency
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MORTIERBRIGADE Brussels, BELGIUM
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Media Agency
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DE VIJVER MEDIA Vilvoorde, BELGIUM
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Production Company
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EUGENE & LOUISE Aaigem, BELGIUM
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Credits
| Jens Mortier/Joost Berends/Philippe De Ceuster |
Mortierbrigade |
Creative Director |
| Vincent D' Halluin |
Mortierbrigade |
Strategy |
| Eline Rousseau |
Mortierbrigade |
Agency Producer |
| Evert Vermeire |
Mortierbrigade |
New Business Director |
| Manuel Ostyn |
Mortierbrigade |
Creative |
| Pieter Staes |
Mortierbrigade |
Creative |
| Wannes Vermeulen |
Mortierbrigade |
Creative Developer |
| Wietse De Ridder |
Mortierbrigade |
Creative Developer |
| Lisbeth Rillaert |
Humo |
Client |
| Steven Huyers/Elvira Torfs |
Humo |
Client |
| Danny Ilegems |
Humo |
Editor In Chief |
Brief Explanation
Position Humo as an independent magazine, and stress on the importance of press freedom.
The Brief
May 3rd is International Press Freedom day.
Western people take press freedom for granted, but in China for example, there is no press freedom to speak of.
Recently it even took a turn for the worse.
When the Chinese government not only censored an article on censorship. But rewrote it completely.
The Belgian independent magazine 'Humo' wanted to lend its 1,3 billion Chinese friends an uncensored hand.
How the final design was conceived
We took the uncensored version of an article that was never published in China. And had it printed. In China.
We turned the forbidden article into trendy designs.
And had it printed on T-shirts, mousepads, iPhone covers, mugs and baseball caps.
Indication of how successful the outcome was in the market
At first, most factories refused.
But eventually we sneaked the uncensored article past the Chinese censorship.
And gave hundreds of Chinese printers, sowers, folders, packers and all other workers at 52 different factories the chance to read an Uncensored article.
We informed reporters all over the world, who were eager to spread the campaign. It was picked up and spread by Chinses opinion makers, like Chinese artist Aiweiwei.
But most important: we spread a message of hope towards reporters in China and the rest of the world.
We sensitized people on the importance of freedom of the press.
And the gadgets? They were sold on the Humo website, raising funds for Reporters without Borders.