Aggregated News
People will do anything to protect a legacy. And Belgium is taking that to the next level.
The country is extremely proud of its creative reputation. In four years, it has won 78 Cannes Lions, which is bananas for a country with a population of just 11.2 million. But young people are losing interest in advertising careers, which means there's a crisis coming.
"The number of students in creative fields has actually declined," says Greet Wachters, manager of Creative Belgium. "Those who opt for creative studies don't always end up looking for work in agencies." In 10 or 20 years, there might not be a sufficient number of creatives to pick up the slack, adds managing partner Isabel Van den Broeck.
To resolve the problem, Creative Belgium partnered with the Centre for Reproductive Medicine of Brussels and ad agency Air to come up with something smart, creepy, and only vaguely eugenicist: "Ad Babies," an appeal to today's creatives to donate sperm—and eggs!—to ensure Belgium's creative future.
A few top creatives were asked to share their soldiers...