| Title | 1 |
| Brand | FLAIR |
| Product/Service | WOMAN MAGAZINE |
| Category |
C03. Print & Publishing |
|
Entrant
|
MUTANT Antwerp, BELGIUM
|
|
Idea Creation
|
MUTANT Antwerp, BELGIUM
|
Credits
| Odin Saillé |
Mutant |
Creative Director |
| Roxane Schneider |
Mutant |
Art Director |
| Pieter Claeys |
Mutant |
Copywriter |
| Regards Coupables |
Regards Coupables |
Illustrator |
| Emilie Kino |
Mutant |
Account Director |
| ShiQi Ji |
Mutant |
Account Manager |
Cultural / Context information for the jury
‘Flair’ is a popular women's magazine in Belgium. Their mission statement reads: ‘We are more powerful when we empower each other’. One of their biggest focal points of last year was ‘sexual emancipation’.
Within this framework, we conceived a ‘porna podcast’ series called Happy Ending based on real erotic stories from Flair readers. The podcast is suggestive by nature and an auditive experience leaving enough room for the listener’s imagination.
Translation. Provide a full English translation of any text.
Happy Ending, a porna podcast series.
Now on Flair.be
Tell the jury about the illustration.
To announce this saucy podcast, we made a sexy minimalist print series in collaboration with erotic illustrator ‘Regards Coupables’. The illustrations are naughty but not too explicit and convey the same feeling as the podcast. Every drawing is based on a scene in the podcast and faceless so every woman can feel the print is about them.
They were released in several newspaper and magazine ads and through a specific targeting plan on social media.
The results were amazing because Happy Ending became the number one podcast in Belgium in just its first week and the print series that came with it was featured on international fora.