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.

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.