Title	PRANK A WANKER
Brand	HUMO MAGAZINE
Product/Service	HUMO MAGAZINE SUBSCRIPTIONS
Category	C06. PUBLICATIONS & MEDIA
Entrant Company	MORTIERBRIGADE Brussels, BELGIUM
Advertising Agency	MORTIERBRIGADE Brussels, BELGIUM
Media Agency	DE VIJVER MEDIA Vilvoorde, BELGIUM
Production Company	GODELINA Schilde, BELGIUM

Name	Company	Position
Jens Mortier/Joost Berends/Philippe De Ceuster	Mortierbrigade	Creative Director
Manuel Ostyn/Pieter Staes/Jeroom Snelders/Jan Eelen/Guy Mortier/Jens Mortier	Mortierbrigade	Creative Teams
Lisbeth Rillaerts/Steven Huyers/Maarten Denys	Humo	Client
Eline Rousseau	Mortierbrigade	Agency Producer
Evert Vermeire	Mortierbrigade	New Business Director
Vincent D' Halluin	Mortierbrigade	Strategy
Wietse De Ridder	Mortierbrigade	Creative Developer
Wannes Vermeulen	Mortierbrigade	Creative Developer
Tallita Ortiz De La Torre	Mortierbrigade	Strategic Planner
Jan Eelen		Director
	Godelina	Video Production
	Geluidshuis	Sound Studio
Neel Cockx/Henry Commerman		Editor
	Eugene/Louise	Animation

The Brief

Briefing: The last couple of years, like all printed magazines, Humo Magazine has lost many readers. But slowly they are winning every single one of them back. Thanks to the renewed quality of the articles, great interviews and ... free porn!

Creative Execution

The viewers then could choose: either subscribe to Humo, or share the images on facebook. Then we adapted and expanded the campaign to facebook, allowing people to prank their friends with some more movies.

Describe the creative solution to the brief/objective.

Idea: We teamed up with a soft porn producer and offered his fanbase of 240.000 men a free erotic webcam session. The session got interrupted by Jeroom (Humo’s popular cartoonist). He claimed he was filming the viewer via the webcam.

Results

Results: 240.000 men allegedly did ‘NOT’ see the free live webcam session. The Facebook versions reached 982.164 people. (1 in 6 Dutch speaking Belgians!) Subscriptions multiplied by 12 during the campaign. Engagement rate went up 124%!