Being the biggest newspaper of Belgium, Het Laatste Nieuws has a massive responsibility. Luckily, it has a skilled team of 300 journalists that take their job very seriously. To show their expertise and devotion, we jumped inside journalists’ minds and brought to life how they thoroughly think about every word and every image they use. The online platform we developed with opinion pieces from some of their most prominent journalists, shows it’s more than just a campaign: it’s their entire philosophy.
Today’s consumers are more demanding than ever, and right they are. Credibility and relevance are key drivers of brand preference and ultimately business performance.