For 12 successive weeks, readers of Het Laatste Nieuws could buy a film by director Jan Verheyen along with their newspaper. The editors also offered a unique book as part of the promotion. Our challenge was to present this in a fun way, boosting the paper´s sales figures.
Who could do a better job of directing our promotional spot than Jan Verheyen himself? With a touch of self-irony, he tells why you should definitely buy Het Laatste Nieuws and collect his films. In both the print ad and the radio spot the director was placed in his natural habitat. The promotion was a success. A large number of readers brought the unique book and popular films.