At first glance, the advertising campaign the Belgian weekly magazine Humo did a few years ago, looks like the bumbling of an inattentive designer. But if you look twice, you will see the idea behind these ads for a series of erotic books. With the slogan “Put your imagination to work,” these well-placed ads take on a whole new meaning.
Never Been Done
According to Thomas van Campenhout, brand manager of Humo and creative director Jens Mortier, this is the first time that two advertisers on print work together to set up a campaign like this. “The nice thing is that this has never been done and so people first think it is an unfortunate or happy coincidence. And then they laugh about it. ”, Mortier told the Flemish daily De Standaard. “It just shows that you can be very creative with print, if you want to.”
According to Mortier, not every advertiser wanted to participate in the erotic advertising campaign. “There was indeed a vacuum cleaner brand that didn’t like it that way. You can probably imagine what we would do with that vacuum cleaner. ”
The lascivious stunt is well in theme with the whimsical satire often found between the pages of Humo, which was founded in 1936 and now has a circulation of 150k+. The advertising campaign is an excellent example of inventive marketing, and it also shows how a publication could potentially avoid censorship while still succeeding in getting its intended message across.
Source: Humo Magazine