Het Laatste Nieuws is the most-widely read newspaper in Flanders and enjoys a loyal readership. The new image campaign was designed to make it clear to the current readers who Het Laatste Nieuws is and what it stands for. In addition, we wanted to correct perceptions and possible prejudices from non-readers.
In the brand campaign we demonstrate that popular journalism is simply intelligent journalism. Het Laatste Nieuws reports on topics that are ´happening´ and it does so in an understandable and eye-opening way. Like a guide who tells you about things worth knowing. Het Laatste Nieuws never leaves its readers indifferent. We summarised this message in a brand campaign with the baseline 'Weet wat er leeft' (Know what´s happening).