Winners & Shortlists

PRANK A WANKER

TitlePRANK A WANKER
BrandHUMO MAGAZINE
Product/ServiceHUMO 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
Credits
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%!