| Title | BAN ORBÁN |
| Brand | DE STANDAARD |
| Product/Service | DE STANDAARD |
| Category |
D07. Corporate Purpose & Social Responsibility |
|
Entrant
|
LUCY Brussels, BELGIUM
|
|
Idea Creation
|
LUCY Brussels, BELGIUM
|
Credits
| Iwein Vandevyver |
Lucy |
Creative Director |
| Laurent Dochy |
Lucy |
Creative & Strategy Director |
| Ruben De Praetere |
Lucy |
Copywriter |
| Yves Van Hacht |
Lucy |
Art Director |
| Jan Sidgwick |
Lucy |
3D & Design |
| Jonas De Wit |
Lucy |
Managing Director |
| Maïté Camerman |
Lucy |
Account Manager |
| Sofie Hoorens |
Lucy |
Account Executive |
Please tell us how the brand purpose inspired the work
After introducing yet another controversial law that further restricts the freedom of the LGBTQIA+ community in Hungary, Prime Minister Viktor Orbán was confronted with ongoing protests in the whole of Europe.
To polish his image and seek support for his Eurosceptic thoughts, Orbán attempted to buy media space in the European press. The editors of De Standaard also received a request.
But publishing an ad for a politician who doesn’t respect freedom of speech, nor the freedom of the press would be a bit cynical. Instead, we decided to address an ad to Victor Orbán himself. Our ad – which forms the Hungarian flag through a torn LGBTQIA+ flag – surely caught attention. It was retweeted in almost all of the European Union by opinion-makers and European parliamentarians.
We truly showed our support to the LGBTQAI+ community but also proved how necessary the freedom of the press is.