"'One of the painful things about our time is that those who feel certainty are stupid 
and those with any imagination and understanding are filled with doubt and indecision.”


                                                                                                                                    - Stephen Fry


Doubt has a bad rap, but it shouldn’t. 

Because doubt means we’re open to new information and ideas.

Doubt is a catalyst for growth and change.

That's why we introduced "Dare To Doubt" as Knack Magazine's new tagline.

We brought this tagline to life in a few print campaigns showing how even famous people can change their minds for the better. 

Let’s celebrate uncertainty. 

Signed, Barack Obama, Angela Merkel, Dimitri Medvedev, Arnold Schwarzenegger and Dutch Prime Minister Mark Rutte. 

AGENCY: MUTANT
ROLE: SENIOR COPYWRITER

2020 | Clio Awards | Print | Shortlist
2023 | Creative Belgium | Long Term Platform | Silver
2021 | Creative Belgium | Print | Gold





Here’s the integrated case study.