L’Enfer release

Niels Sienaert, Executive Creative Director at Dentsu Creative, Jury President of the Creative Belgium Awards 2023:

"It’s not often I find myself looking at work saying, “I’ve never seen anything quite like this." We all know Stromae is a brilliant artist and I always feel a sense of pride when I tell people he’s Belgian. His music and his persona exceed Belgium. And the way his agency Mosaert approached this album release does that as well. Mind you, this was during a live prime-time news broadcast, in France.

You might say, well, it’s easy as a big artist. But really, it’s not. This took courage, creativity, collaboration, and meticulous preparation. I applaud Stromae and the team behind this idea and the way it was executed. A brilliant bridge between the interview and the theme of the song. A true what-the-hell-is-happening moment. One uncut take. The prolonged, piercing eye contact. Even the weather in the studio background footage turns cloudy and somber. It’s a 4-minute gut punch that leaves you dazed.

Let’s not forget that this work was not just promoting Stromae’s new album, it’s addressing the topic of mental health and depression that so many of us — just like Stromae — are struggling with. It rightfully had a spot in the prime-time news. And it rightfully received a Grand Prix."