UNIVERSITY OF GHENT: Dare To Think, 2

Credits & Description:

Alternative title: Durf Denken
Client: Universiteit Gent
Client contacts: Isabel Paeme, Laurens Beke
Agency: mortierbrigade
Creative Directors: Jens Mortier, Joost Berends, Philippe De Ceuster
AD: Laurie Lacourt
Copywriter : Catherine Hermans
Head of production: Charlotte Coddens
Strategy: Vincent d’Halluin
Producer: Olivia Naudts
PR Manager: Anne-Cécile Collignon
Social: Jonas Van Bael
Studio : Sophie Bayeul, Vito Latorrata
Photographer : Jan Opdekamp
Digital strategy: Laura Deknock
Digital company: mortierbrigade digital manufacture
Production company: Caviar
Director: Tom Willems
Producer: Shana Duprez
Published: March 2018
Synopsis:
mortierbrigade has conducted a provocative experiment among students for UGent University. A number of professors presented lectures based on dubious – and often false – statements. Why? To test the critical mindset of the students. mortierbrigade wanted to find out how long it would take for the students to react and oppose the statements made by their professors. This experiment, intended to encourage students to respond and have a critical mindset, aims to reinforce the philosophy of UGent. DARE TO THINK means daring to think ‘critically’, something that adds great value in a society that thrives on fake news.
This experiment also took on the form of anonymous posters displayed throughout the city, featuring provocative statements. ‘Poverty is a hereditary disease’ and ‘FGM is the best method for avoiding infections’ are just some of the statements that passers-by have been confronted with over the past weeks. Those posters provoked spontaneous, critical (and often strong) reactions, people wrote on it and even tore them up. Today, those vandalized posters are used by mortierbrigade & UGent in a massive billboard campaign.