Newspapers work

Challenge

Newspaperswork is a marketing platform for all Belgian newspaper publishers. They wanted a new campaign to prove that people still can get absorbed by news brought in a paper. Dieter en Ad, multiple gold and titanium winners in Cannes with their TNT “push the button”- campaign, asked us to add some extra ideas to their candid camera concept.

Our approach

The idea was to gave three top advertisers a free ride in a chauffeur-driven car. So that, for once, they could read their newspaper in peace and quiet. And they kept on reading.

Despite the fact that we provided more than enough to distract them… This campaign won a silver Lion in Cannes.