mortierbrigade challenges students on behalf of UGent.

God is a strawberry, dark matter is actually light-yellow, and the big bang was just a sneezing fit. All these theories are part of a new campaign that mortierbrigade has designed on behalf of Ghent University (UGent). The university is challenging everyone from Ghent, Kortrijk and beyond to take a critical look at scientific (un)truths. The task couldn’t be clearer: “Prove us wrong”.

With “Prove us Wrong”, UGent and mortierbrigade are challenging all of us to question the things we take for granted. Because something is only scientific to the point where the opposite can be proven.

A campaign which offers food for thought with the intention of encouraging students to crack many unsolved scientific mysteries. Because at the end of the day, the theories from the campaign can still be true as long as the opposite has not been proven.

Rector Rik Van de Walle:

We have no idea what dark matter looks like, why we sleep and whether we’re alone in the universe. So we want to appeal to pupils and students and challenge them to unravel the many scientific mysteries that remain unsolved today. That’s why we’re putting forward these theories that are true until proven false.

All the one-liners are based on (scientific) issues on which no general scientific consensus has been reached. You’ll find more examples at www.ugent.be/durfdenken

The campaign has been snapped up by OOH, radio, digital, social and the university’s own channels.

Kortrijk: from UGent to UHent

Within the context of this campaign, mortierbrigade has temporarily changed the name of the UGent’s Kortrijk campus to UHent in a subtle wink to the local West-Flanders accent. Even the website has been renamed: www.uhent.be.