Both the < and the manifesto became the cornerstones of the campaign, and were then carefully translated into other media. In our TV commercial we used the metaphor of a tattoo to show the commitment of De Morgen to get to the truth, no matter how painful.

The rise of fake news and the impact it's had on world events prompted us to reimagine the salmon and made it evolve from a metaphor in communications to a very pure and aesthetic symbol. A mark of journalistic integrity.
This campaign had a huge impact. No less than 35'000 people subscribed for a trial subscription in less than three months. More importantly the < also became an internal rallying cry for the editorial team to push themselves even harder to report the news to the highest possible standard.

agency: boondoggle 
creatives: jonas & marine 
production: caviar brussels 
producer: cléo steyfkens 
director: ralf demesmaeker 
d.o.p: david doom 
editing: joris willems

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