A01. USE OF PROMOTIONAL STUNTS/ LIVE ADVERTISING/ LIVE SHOWS / CONCERTS & FESTIVALS
Entrant Company
MORTIERBRIGADE Brussels, BELGIUM
Advertising Agency
MORTIERBRIGADE Brussels, BELGIUM
Media Agency
DE VIJVER MEDIA Vilvoorde, BELGIUM
Production Company
EUGENE & LOUISE Aaigem, BELGIUM
Credits
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
Agency Producer
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 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.
Describe how the promotion developed from concept to implementation
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.
Describe the success of the promotion with both client and consumer including some quantifiable 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.
Explain why the method of promotion was most relevant to the product or service
May 3rd is International Press Freedom Day.
Humo magazine wanted to stress out its independence.
So we used China's biggest export products to make our point on censorship.