BBDO Belgium and Microsoft targeted marketeers with an action meant to convince them they need to catch up with the digital revolution and new technologies which their customers have already fully embraced. For this, they also needed to participate to BBDO Connect, seminar designed to educate and inspire them with the possibilities.
Although the story seems complicate to tell, BBDO started from the insight that marketeers aren’t using new technologies because their outdated marketing handbooks don’t not discuss them. From here, the agency had the idea to rip off 2,000 pages from old marketing textbooks and overprinted them with an invitation to innovation.
Each mailing included two pages from a forgotten book, making it clear there are new technologies and new ideas to be discovered at the BBDO Connect event.
BBDO Belgium & Microsoft
Creative Directors: Henny Van Gerwen, Sebastien De Valck
Art director: Klaartje Galle
Copywriter: Régine Smetz, Leen Baeten
Account Team: Daniel Schots, Sarah Van Praag
Account Microsoft: Tim Nagels
Print Production: Jozias Boone