Every day, the Standaard goes in search of knowledge that is new and more comprehensive. And knowledge also means accepting the fact that your own truths occasionally need revision, because insights evolve with the times. For this campaign, mortierbrigade is rewriting high-profile headlines from the Standaard’s past to prove that the newspaper moves with the times and is not afraid to adjust its own insights when new facts demand change.
Some of these headlines are old-fashioned and some are downright shocking. But all are linked to an historical context. Whether they revolve around the word “Negro”, the promotion of diesel as the environmentally-friendly choice or doubts about the success of commercial television, all are truths that would not appear in the today’s media.
The campaign will feature on all media channels and will include an activation according to which readers, who still have old newspapers containing historic truths, can trade in their copies for present-day papers.