‘Dare to Think’ has been the credo of the University of Gent for several years now. Each year they want to challenge themselves and the outside world to go beyond the obvious, dare to ask questions, think about the unthinkable… For the 5th year in a row, UGent has trusted Saatchi & Saatchi Brussels to carry out this credo in a creative and distinguishing campaign.

This year we give the audience a heads up on what ‘Dare to Think’ can entail: dare to choose, dare to doubt, dare to read between the lines, dare to discover, etc… In 2009, we go further than the print-campaign by introducing experimental and innovative media, such as an interactive abribus in the railway station and an interactive billboard on the Woodrow Wilson square in Gent.

For 2 weeks, people will be confronted with several dilemmas and unpredictable situations to which they have the opportunity to SMS their answers straight on to the billboard. Questions like “If your family home is burning down and you can only save 1 person. Who will it be?” and where you have to choose between “Mom” or “Dad” put people to the test. Follow Durf Verrassen and Durf Bekennen on Twitter to see what people want to share with the world and what they confess to.

Online we also covered the Belgian web with banners, again asking disturbing questions, and also a banner, daring you to discover, which leads to random websites. Check it out here: www.durfontdekken.be

Posted by Marlies Deforche