"A couple of months ago, Le Soir decided to entrust Air with its communication. A first step in this collaboration was a repositioning campaign accompanied by a new baseline: “Le Soir. I read, therefore I act.”

Nowadays, Le Soir no longer simply intends to offer its readers a different perspective, but it also aims to provide them with the tools that will enable them to make an impact on both their own lives and on society itself. The campaign consists of a 30-second TV commercial, magazine and in-paper ads, as well as an online activation."