AMMAzing campaigning

The Community department of media group De Persgroep specializes in providing specific advertizing space for creative, cross-medial and above all impactful campaigns. No wonder that they sponsor the ‘Best Creative Media Use’ category of the Annual Masters of Media Awards (AMMA), a highly prestigious national prize in commercial communication. In exchange for their sponsorship, De Persgroep was offered a 30 seconds commercial. To demonstrate their own cross-medial expertise and creativity they decided to put the six ladies who occupy the Community department center stage. In the style of a bachelorette party, we followed them with only a HandyCam on a fun tour through Belgium, on which they displayed the titles of several of the De Persgroep magazines in different surprising, but literally relevant contexts. This way, the medium exactly becomes the message; precisely what the award is all about.