Humo is a Belgian satirical magazine. For a period of 10 weeks they

offered erotical masterpieces, going from Charles Bukowski to Sasha Grey. So we developed a print campaign that cleverly tickles the senses.

We started from the insight that in our magazine Humo, there are often 2 full page print ads of different brands placed next to each other. So we used our advertising placement in a creative way. We made full page ads to promote our book series that interacted with the ads for other brands next to them. We did this by working closely with the other advertisers in our magazine, such as Lidl and the Belgian National Lottery. Separately, our and their ads were pretty generic. But put next to each other, they became very suggestive. We continued this concept of creative and suggestive ad placement in the rest of our magazine as well, by cooperating with the editors and placing our ads next to pictures in real articles. Including Sting, R.E.M.’s Michael Stipe and ex-cyclist Thomas Dekker