"Put your imagination to work." That's the slogan of this subtly suggestive ad campaign currently featured in Humo, a satirical Belgian magazine. The adverts are promoting a series of erotic books, they're cleverly positioned so that, when paired, the images take on a whole new provocative meaning.
The agency behind the idea is Mortierbrigade, a communications agency based in Brussels. The salacious stunt is well in theme with the playful comedy frequently found between the pages of Humo, which started in 1936 and now has a circulation of around 150k. The ad campaign is a great example of creative marketing, and it also demonstrates how a publication could potentially avoid censorship while still succeeding in getting its intended message across.