BBDO Belgium was looking for an ambitious team who wanted to win prizes and thought they could do better than they currently were. The aim was to reach creatives in one stroke without using a classic ad or job offer.

We placed our message in the Creative Club of Belgium’s annual. The book which brings together the best Belgian work of the year, and which all creatives receive.

You’re not usually allowed to advertise in the book. We bypassed this rule.

How? It’s simple, each agency has to submit a piece of explanatory copy for each of their winning ideas. This copy is included in the printed book a few weeks later. So we slipped our ads subtly into that copy. That’s how we got into the book without anyone noticing.

The copy only appeared once (like the book). But it will stay on the creatives’ desks for a long time.