Cannes Lions

NEWSPAPER

TBWA\BRUSSELS, Brussels / HET NIEUWSBLAD / 2010

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Overview

Entries

Credits

Overview

Execution

Het Nieuwsblad wanted to be present on the festivals in a way that proves to the audience that they understand all about today’s music festivals, and they wanted to do it in a memorable ‘rock ‘n roll’ way. The insight: every year again, people are having problems to locate their tents amongst the many others.Het Nieuwsblad created a skin-coloured 3-persons tent that is übercool and easy to locate, just by putting a nipple on top of it: the Titty Tent. The tent, with subtle Nieuwsblad branding, was introduced by a media campaign and could be obtained via the newspaper.

Outcome

As soon as the campaign started, the Titty Tent became a hype on numerous blogs and websites, it was referred to in many other media. The first load of 2000 tents was gone in a few days, so extra orders had to be placed to meet the demand.The unexpected, to some slightly shocking tent had a very positive influence on the perception of Het Nieuwsblad.

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9 items

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2020, HET NIEUWSBLAD

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