Feeling: Happiness Brussels | Feeling Print Ad | Gastronomy

Happiness Brussels, the ‘everything and everyone is media’ agency is inviting women in Belgium to ‘take their pleasure seriously’ in a campaign to re-launch leading female lifestyle magazine Feeling, in stores this week.

The new strapline “Take Your Pleasure Seriously” will be adopted across all Feeling’s touch points and a series of five print adverts with slick, unexpected photography portraying women indulging in gastronomy, beauty, culture, fashion and travel, five of the themes covered by Feeling.

The campaign strapline is deliberately in English to emphasise the openness, the modernity and the rejuvenation of the new Feeling and position it as the magazine to read for women with an international outlook. The essence of the Feeling brand, “style with substance” is dramatised in a different, surprising and classy way.

The first four print adverts to be released, shot by top advertising photographer Christophe Gilbert, portray a woman hugging a large squid, a woman traveling on a yak ‘in style’, a woman cheekily mimicking a ballerina in an art gallery and a woman soaking in a bath of chocolate. The white scheme of the photography emphasises the simplicity and focus on pleasure.

Grégory Titeca, creative director and head of R&D at Happiness Brussels, said: “The creative idea is a simple one in that we amplified each aspect of pleasure to emphasize and reinforce the message. The execution is very gloves off. The images needed to have the same impact and executional excellence as the ads of international brands vying for the same audience as Feeling.”

An Brouckmans, publisher at Sanoma Magazines Belgium, said: “Belgium has pretty much become the centre of Europe and its zeitgeist has changed dramatically over recent years. Women want to keep their finger on the pulse of the world – but also of themselves, shifting from bling and luxury to authenticity and personal focus. Happiness created a new positioning statement that talks directly to the hearts, minds and subconscious of our female readers, encouraging them to literally, take their pleasure seriously and lead a happier life. It’s our way of spreading a bit of happiness ourselves.”