2018 Print & Outdoor Craft

THE TRUTH

TitleTHE TRUTH
BrandDE STANDAARD
Product/ServiceNEWSPAPER
Category A02. Copywriting
Entrant MORTIERBRIGADE Brussels, BELGIUM
Idea Creation MORTIERBRIGADE Brussels, BELGIUM
Media Placement DE STANDAARD Brussels, BELGIUM
Production CAVIAR Brussels, BELGIUM
Credits
Name Company Position
Jens Mortier mortierbrigade Creative Director
Joost Berends mortierbrigade Creative Director
Philippe De Ceuster mortierbrigade Creative Director
Jesse Van Gysel mortierbrigade Copywriter
Tom Meijer mortierbrigade Art Director
Vincent D'Halluin mortierbrigade Strategic Director
Charlotte Coddens mortierbrigade Head of Production
Eline Rousseau mortierbrigade Producer
Yoann Stas mortierbrigade Graphic Designer
Vito Latorrata mortierbrigade DTP / Graphic Designer
Tom Willems Caviar Director

Cultural/Context information for the jury

De Standaard is Belgium’s biggest quality newspaper. As one of the last media companies, they refuse to bring sensational news and clickbait. It was time for someone in Belgium to stand up for the truth.

Translation.

The truth is that we’re trying to sell you a newspaper The truth is that this is an advertisement for De Standaard. That the headline is large to attract your attention. That it is supposed to entice you into reading the rest of the ad, so you end up taking a subscription. The truth is also that the more subscriptions we sell, the better we can tell you about the truth. It means our journalists can investigate exactly what is going on. Filter opinions and unearth facts. Because the truth is that you already get served plenty of untruths nowadays. And even more half truths twisted to fit someone’s agenda. The truth is that you rely on us to expose the truth as best we can, and that we rely on you to invest your time and money in us. But the truth is also that you should stop reading now because you don’t want to be influenced by advertising. But is you stop reading now, that is actually what you will be doing, because we just told you to. The truth is, we’ll do anything to keep your attention. The truth is that the more subscriptions we sell, the better we can tell you about the truth. The truth is that we highlighted the previous sentence because most people will not read the full text and we at least wanted to convey our core message. In short, the truth is not always ease. So that is why we are going to end now with a strikingly attractive promotion offer to get you on board. Read the entire week for less than the price of the weekend At the standaard.be/waarheidvoordelignu