De Waarheid (The Truth)
De Standaard
Issue 44 | September 2017
Agency
mortierbrigade
Creative Team
Creative Directors: Jens Mortier, Joost Berends, Philippe De Ceuster Creatives:Â Team TeeJay, Danny Vissers
Production Team
Head of Production: Charlotte Coddens Strategy: Vincent d’Halluin Producer: Eline Rousseau Design: Yoann Stas DTP/retouches: Vito Latorrata Production Company: Caviar Director: Tom Willems Soundstudio: Geluidshuis
Other Credits
Interns: Simon & Jonas
Date
May 2017
Background
In a world of fake news, alternative facts and post-truth, Belgian newspaper De Standaard wanted to show its readers that they still were a trustworthy source of news, bringing nothing but the truth.
Idea
While other national and international news outlets advertised about the truth, De Standaard decided to tell the truth. Starting with its advertising. All of the tricks in the advertising book were used, while frankly telling readers they were using them. Research showed for example that a beautiful woman of around 35 years old sells best. But the same research showed that a male voice was perceived as more trustworthy. So, a tv commercial was made starring a beautiful woman... with a deep male voice. There also were honest banners, a long copy print ad that explained the tricks used in it, Facebook targeted videos that told viewers WHY they were being targeted and a pretty meta radio commercial. Because if you promise to bring the truth and nothing but the truth, why not start with your advertising?