Knack magazine

Dare to doubt

Agency: Mutant


These ads for a famous Belgian news outlet celebrate uncertainty.
‘Dare to doubt’ is the new baseline for Knack magazine, a political and societal magazine, focused on investigative journalism. In a world where people tend to have fixed opinions, they celebrate uncertainty: Being open to new information and ideas and, if necessary, adapt your views and thinking. Doubt deserves a better name. It's the basis for learning and growing.
To announce this, they used 3 famous political figures who switched opinions throughout the years. Obama on gay marriage, Schwarzenegger on nutrition and Dutch Prime Minister Mark Rutte on Black Pete, the racist Dutch tradition. If they can change their opinions, why wouldn't you?

This professional campaign titled 'Dare to doubt' was published in Belgium in October, 2020. It was created for the brand: Knack magazine, by ad agency: Mutant. This Print medium campaign is related to the Media industry and contains 3 media assets. It was submitted over 3 years ago by Creative: Pieter Claeys of Mutant.


Advertising Agency: Mutant, Antwerp, Belgium


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