Top players in the Belgian ad industry are helping to secure the creative legacy of the country by donating sperm and eggs to fertility clinics.
The nation, which is a Cannes Lions heavyweight despite its respectively small population of 11.2m, is looking to birth more top minds, with a brave few offering their genetics out to the wider nation.
A video, first spotted by AdWeek, sees Dieter De Ridder, creative director of Air, Geoffrey Hantson, chief creative officer of Happiness Brussels (pictured), Naïm Baddich, digital creative director at chez Publicis, Iwein Vandevyver, associate creative director at Famous, Dieter Vanhoof, creative director at Friendship and Kwint De Meyer, creative copywriter at mortierbrigade, all contributing to the gene pool.
The campaign from industry body Creative Belgium looks to entice members - and the wider public - to donate to the Centrum voor Reproductieve Geneeskunde.
The video was also supplemented with a print push urging creatives to do a good deed and donate their seed.