Belgian weekly HUMO and mortierbrigade go for mediacreativity in print.

Humo is a Belgian satirical magazine. It offers erotical masterpieces for a period of 10 weeks, going from Charles Bukowski to Sasha Grey.

mortierbrigade developed a print campaign that cleverly tickles the senses. On one page we see the announcement of the book promotion. On the adjacent page, we see an advertisement of another brand. The combination of both teases the imagination, just like the books do. This principle is translated in the slogan: “Put your imagination to work. 10 erotic masterpieces, one every week, with Humo."

Those who read the magazine got teased even more as the book promo was announced next to pictures of real articles with Sting, R.E.M.'s Michael Stipe, and ex-cyclist Thomas Dekker. With the help of De Persgroep Advertising, several real advertisers participated, such as: The Belgian National Lottery, Lidl and Bicky Burger.

The idea started to live a life of its own with people and media wondering if it was planned, or just a coincidence.

Credits-Liever-Lust.docx

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Jens Mortier

Creative Director

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About mortierbrigade

mortierbrigade is a creative agency based in Brussels. Our ‘who dares wins’ methodology brings your brand to life through creative and impactful omnichannel campaigns.

Since 2004, mortierbrigade did not only become the favourite spot for creative talents to develop themselves. We also became one of the most successful agencies in Belgian history, winning more than 35 Cannes Lions, including one Titanium, proud member of the global FWA hall of fame, 3 Eurobest Grand Prix, 10 Effie Awards, and many other prestigious awards. 

In 2020 we were elected ‘Agency of the Decade’ by Creative Belgium, in 2022 we became ‘Agency of the Year’, once again.

We are lead agency for The National Lottery, Recupel, DreamLand, Brussel Mobiliteit, Mooimakers, STIB/MIVB, HUMO, De Morgen, Alzheimer Liga Vlaanderen, Equal Pay Day, Marie Jo, De Warmste Week, Levi’s Jeans, and many more.

And we’re part of 62MILES, a family of expert agencies in marketing and technology including Onlyhumans (online content & performance), Fantastic (Employer Branding), Today (Branding), meetmarcel (live experiences), Code d’Or (Digital Platforms) and NextApps (app builders).

Contact

mortierbrigade sa/nv Rue Waelhemstraat 77 1030 Brussels

[email protected]

mortierbrigade.com