With Le Soir, it's the readers' turn to ask the right questions.

At the beginning of 2023, Air and Le Soir launched a new ambition for the newspaper and its readers: to ask ‘why’ more often. A simple question that we often ask as children, but which we tend to forget as we grow up.

Based on this principle, the newspaper, which like all journalists is used to asking questions, has for the first time reversed the roles by inviting its readers to ask them questions: “Why don't the French-speaking parties have a list in Flanders?”, “Why is populism on the rise everywhere in the world except in Wallonia?”, “Why is work on the RER taking so long?”,…

This invitation led to hundreds of questions from readers, which in turn led to hundreds of searches and investigations by the newspaper's editorial staff, and even to the opening of a new section in the newspaper.

With this new brand campaign, Le Soir reminds us that we can never ask ourselves too many questions, while at the same time launching the ‘second season’ of readers’ questions.

The campaign is being rolled out in OOH and on a tram that will run for most of the year. A film, which will be aired in cinemas, on TV and digitally, also explores some of the ‘whys’ asked by readers.


Client : Le Soir

Client contact : Thomas Barvais, Olivier De Raeymaeker, Vinciane Bernard 

Agency : Air ​

Creative Director : Creative Council

Creatives : Arnaud Bailly, Marie Paris

Strategic Director : Michelle Defooz ​ ​

Project Manager : Eva Closset

Graphic Design : Killian Vogel, Christophe Liekens 

Production 3D : Mat&Fab



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About air brussels - partner of McCann

Air is the leading independent agency in Belgium, an exclusive partner of McCann Group. Strategic, creative irrespective of the communication channel and results focused, Air intends to give meaning to the lives of brands, their users and its employees. 

Air is committed to being a source of inspiration with a view to a more sustainable world, and an action driver for its employees, clients and partners. On the strength of this commitment, the agency has begun a B Corp certification process. It is already a ‘zero carbon’ company in terms of its own emissions and is able to neutralize the emissions of its clients’ campaign productions, through its proprietary algorithm.



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