Title	UNCENSORED ARTICLES MADE IN CHINA
Brand	HUMO MAGAZINE
Product/Service	HUMO MAGAZINE
Category	B03. CONSUMER SERVICES
Entrant Company	MORTIERBRIGADE Brussels, BELGIUM
Advertising Agency	MORTIERBRIGADE Brussels, BELGIUM
Media Agency	DE VIJVER MEDIA Vilvoorde, BELGIUM
Production Company	EUGENE & LOUISE Aaigem, BELGIUM

Name	Company	Position
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	Creative	Mortierbrigade
Pieter Staes	Creative	Mortierbrigade
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

The Campaign

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. So we took the uncensored version of this article that was never published in China. And had it printed. In China. We turned a forbidden article into trendy designs . And had it printed on T-shirts, mousepads, iPhone covers, mugs and baseball caps. 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.

The Brief

The Belgian independent magazine 'Humo' wanted to lend its 1,3 billion Chinese friends an uncensored hand.

Results

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.

Execution

We turned a forbidden article into trendy designs . And had it printed on T-shirts, mousepads, iPhone covers, mugs and baseball caps.

The Situation

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 Strategy

So we took the uncensored version of this article that was never published in China. And had it printed. In China.