Creative Belgium sets out to make ‘ad babies’

Creative Belgium is worried about the decline in the number of young creatives – fewer people at ad schools, fewer applications from interns (pay them!) – so began to wonder if this was something to do with heredity.

Accordingly it invited a number of more seasoned male creatives to donate their sperm to the Brussels Centre for Reproductive Medicine to, er, bank some creative fuel for future generations. Such creatives have been donating their sperm, wittingly or not, for generations of course but this time it’s in a good cause. ‘Ad Babies’ was devised by agency Air.

Could catch on in other countries too. “I’ll have an art director/copywriter.” Or even “what shall it be? A Hegarty or a Fink?” No, don’t go there.

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