2021 Print & Publishing


Category A04. Media / Entertainment
Entrant MUTANT Antwerp, BELGIUM
Idea Creation MUTANT Antwerp, BELGIUM
Name Company Position
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. 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.

Translation. Provide a full English translation of any text.

Happy Ending, a porna podcast series. Now on Flair.be