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January 13, 2016
Solve the Creativity Problem Through...Mating?
 
At least, that is the solution that Creative Belgium has come up with.

Yes, Creative Belgium is pairing up with the Center for Reproductive Medicine for Brussels and Air, an ad agency, to encourage Belgian creatives to donate their sperm in order to continue to produce creatively inclined youths in the future.

We thought it was a joke too, but there's an actual campaign.

According to the source article and from Air's website, Belgium is proud to have so many Cannes-award winners whom call Belgium home. The parties involved have seen a decline in creativity in the country, and they came up with a most interesting way to try to solve the issue.

It is interesting to see that Creative Belgium and the others are not looking for the "quick fix;" how they could bring in as much creativity now as they can. Rather, they are more focused on developing — literally — creative minds for the decades to come.

Below is a video about it.

Unlike the usual campaign, this activity won't yield results for another 20–22 years. If we're still actively writing about advertising, we'll cover it.

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Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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