Het Nieuwsblad – A new generation is going for glory

SITUATION

We are obsessed with cycling sport. So obsessed, that nearly every newspaper claims to be the best medium to get the newest updates on the sport. How can we convince our audience that ‘Het Nieuwsblad’ is indeed the best newspaper when talking about cycling?

SOLUTION

To make a clear distinction, we chose to focus on a different angle than the current well-known sport heroes. We put a spotlight on the upcoming generation of young athletes, training day and night, adjusting their lives and making enormous sacrifices to become as big as their own heroes.