Kafkaesque: “Describing something that is horribly complicated for no reason, usually in reference to bureaucracy.“ Radio 1’s consumer program ‘Hautekiet’ wanted to denounce Belgian bureaucracy.

In our campaign we used what a lot of people have to go through: stupid procedures, and being sent from pillar to post We applied quite some mediacreativity. Every separate medium led you to another to get the info on the program. A tv

commercial sent you to a website Which then led you to the RIGHT website. There, you were told that you had to call a phone number. On that number people heard a message saying that they had to listen to the radiocommercial. That radiocommercial sent you to the next commercial break on the radio. We added some random confusing banners. And eventually you were sent to the next TV commercial.