Belgian weekly HUMO and mortierbrigade go for mediacreativity in print.

Thursday, December 1, 2016 — 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.