Title	DISEGNERS
Brand	HAPPINESS
Product/Service	COMMUNICATION AGENCY
Category	B04. Self-promotion
Entrant	HAPPINESS BRUSSELS / AN FCB ALLIANCE, BELGIUM
Idea Creation	HAPPINESS BRUSSELS / AN FCB ALLIANCE, BELGIUM
Production	HAPPINESS BRUSSELS / AN FCB ALLIANCE, BELGIUM

Name	Company	Position
Karen Corrigan	Happiness / An FCB alliance	Executive Creative Management
Geoffrey Hantson	Happiness / An FCB alliance	Chief Creative Officer
Toon Vanpoucke	Happiness / An FCB alliance	Concept Provider
Morgane Choppinet	Happiness / An FCB alliance	Concept Provider
Simon Schuurman	Happiness / An FCB alliance	Motion Designer
Kris Van Wallendael	Happiness / An FCB alliance	Digital Project Manager
Wesley Roeland	Happiness / An FCB alliance	Strategic Planner

Background

Happiness is an advertising agency that is urgently looking to hire new designers to join its team. But not just any designer, the designer has to be creative and talented to make the best work happen. As an agency called Happiness, they believe happiness is the ultimate rebellion—against negativities, against impossibilities. You can always choose to see the problem or you can choose to see the opportunity. They always choose the latter.

Describe the creative idea (40% of vote)

Over 65% of people who excel in art or design have dyslexia. To recruit the best graphic designers, we targeted them on places where you can easily find them: inspiration sites. Like designspiration.com, behance.com, thisiscolossal.com, … But to be sure they were dyslectic we rewrote all the site URL’s in many dyslexic ways. disegnsperation.com, designsperation.com, desingsperation.com, designspiratoin.com, behaans.com, behenc.com, behense.com, behens.com, thisiskolossal.com, thisiscalossal.com, tishiscolossal.com, tisiscolossal.com, thisiscolossale.com, thisiscollassal.com, thisiscollasal.com, thisiskollasal.com, thisiskolosal.com, ...You get the idea. When they go to these sites, they could easily upload their portfolio.

Describe the execution (40% of vote)

We bought all the dyslectic domain names of world's most famous design sites like designspiration.com, behance.com, thisiscolossal.com, … Then we made a social movied that was spread on the social platforms of the agency, Happiness. And which were targeted and tagged to those respective design sites.

List the results (20% of vote)

The response was massive. We received and are still receiving over 200 mails. And we were even picked up by the broader media, and not just design press. A new designer quickly started at Happiness, both in the Brussels office and Saigon office. We didn’t only find a great new designer to start at our agency, we were also very touched to see how this recruitment campaign made people feel.