| Title | AVV/VVK |
| Brand | DE STANDAARD (NEWSPAPER) |
| Product/Service | DE STANDAARD (NEWSPAPER) |
| Category |
D04. Social Behaviour & Cultural Insight |
|
Entrant
|
LUCY Brussels, BELGIUM
|
|
Idea Creation
|
LUCY Brussels, BELGIUM
|
|
Production
|
LUCY Brussels, BELGIUM
|
Credits
| Iwein Vandevyver |
Lucy |
Creative Director |
| Iwein Vandevyver |
Lucy |
Creative Director |
| Laurent Dochy |
Lucy |
Strategic Director |
| Jonas De Wit |
Lucy |
Director of Brand Management |
| Thomas Vuerinckx |
Lucy |
Account Manager |
Please tell us about the social behaviour and / or cultural insights that inspired your campaign
The AVV-VVK monogram (translated:Everything for Flanders, Flanders for Christ) has been a much debated and contested symbol throughout Belgium's history. What once started as a symbol for the Flemish soldiers fighting for their rights while in the trenches in WW1, under the command of mostly French speaking officers. Evolved into a symbol used by right wing Flemish nationalists collaborating with Nazi Germany. Around that time Flemish newspaper De Standaard removed the letters from their frontpage. So when they put it back on the paper in 2018 for one day. It was a strong statement: a newspaper can remove a symbol from its cover but should never look away from its own troubled past.