Not so Fake out of Home 🤖

This can’t be real 👀

We are literally living in unbelievable times. Every day, something happens that makes you think: this can’t be real. And yet, it happens. Or… does it?

Because with the rise of AI, it’s becoming harder and harder to tell what’s real and what’s not. We scroll past images, campaigns, and stories that make us constantly wonder: did this really happen — or was it just cleverly made? 🥇

That same feeling played a role in a series of social videos we recently created for Heylen Real Estate, a client of Hurae. We produced about ten Fake Out Of Homes. No one realized they were fake, but they still generated a ton of eyeballs. For a real client, who is selling real houses.

There never was a zeppelin in Leuven

The fact that Fake Out Of Home is becoming a thing makes total sense. A lot of so-called ‘street’ stunts by agencies are really just made to be filmed and go viral online. How many people actually saw the Oatly campaign in Paris in real life? Two? So that ad was basically fake too.

It’s like comparing special effects to real movie sets. One doesn’t exclude the other. Artisanal craftsmanship is still powerful — especially when you use it with intention. But the tools we now have give us endless creative and cost-effective ways to make an impact.

So let’s use them. Contact us if u want to use FOOH’s too!

Some more Heylen Vastgoed examples: Sportpaleis, sorry Afas Arena. + Bosuil

Must reads 👀

A lot of clients come to Hurae because they want to stand out: “something different”. On Tiktok, Telegram, Snapchat, or just in the streets.

It's hard to explain how we at Hurae set out to fulfill that desire but a big part of it is absorbing a lot of knowledge. About artists, about life, about technology. About everything. So we read up a lot on trends and we are always happy to share that knowledge with you. By giving some examples you can understand how our brain works:

• Wauw! Researchers created sound that can bend itself through space, reaching only your ear in a crowd 🔊
  Hurae example: if there is a new crazy way to reach people, you should use it. We used airdrop to send flyers to unsuspecting people and used a money transfer to people’s bank account to communicate for Febelfin.

• If there is one thing creative brains are very good at, it’s paying attention to things people might normally just pass by. A lot of us can become quite easily obsessed with completely ordinary or mundane things that turn into the starting point for a creative project, and the more we magnify them, the more they appear to be beautiful.
  Hurae example: I was actually wondering if I might had an example of this. And then I scrolled passed my collection of 10.000 Ugly Belgian Houses on my phone. 👀

• Gen Z's safe space

  Sick of Musk and Zuckerberg, Gen Zers are flocking to Tumblr

• Why Your Brain Blinds You For 2 Hours Every Day 👩🏾‍🦯
  Reality is not real. Your world is a prediction. Every sight, sound, and touch you experience is the result of calculations your brain makes before reality even reaches you. It fills in gaps, fabricates details, and even alters time itself so you feel like you’re in control.
  Hurae example: this is great knowledge to use for a new product or brand. Being blind for two hours a day sounds interesting. Do you need glasses? Can you fix it with a new mattress or is it a good way to explain how a new AI app works?

• Via Taylor Lorenz: For the past week, half of TikTok has been enthralled with The Group Chat, a TikTok-native drama series by TikToker Sydney Jo (@thatgirlsydjo), who plays every single character of a show involving a group of girlfriends planning a night out. 💙💙💙
  In a world where every streaming platform and media company is desperately trying to “capture Gen Z,” it’s revealing that actual Gen Z creators are creating these highly compelling storylines on their own. Good narrative content doesn’t need budgets or backers, it needs community, relatability, and a creator who understands the dynamics of the internet. Sydney has ended multiple episodes with cliff hangers and fans in the comments post endlessly about what they think will happen next.

• The death of Friday night post-work drinks

  Working from home has turned Thursday into the new Friday, a reality also seen in Transport for London’s passenger data.
  Hurae example: just knowing Friday isn’t the perfect day anymore to host any kind of afterwork event is quite important. 🌚

• You're still not paying enough attention to YouTube

  in 2025, Nathanson predicts, YouTube should eclipse Disney, and become the biggest media company in the world.

• This Financial Firm Can Give Investment Advice in Gen Z Slang, No Cap

  Arta, a wealth-management startup, is using mobile apps and AI tools to reach young millionaires

• Doctors Told Him He Was Going to Die. Then A.I. Saved His Life.

  In labs around the world, scientists are using A.I. to search among existing medicines for treatments that work for rare diseases. Drug repurposing, as it’s called, is not new, but the use of machine learning is speeding up the process — and could expand the treatment possibilities for people with rare diseases and few options.

• Anyone who is saying ChatGPT-4o will take your job in advertising, has clearly never worked in advertising. Don’t get me wrong. It’s an incredibly powerful tool. It shouldn’t be underestimated. However, at the end of the day, it’s still just a tool. It can’t replace vision. And, it sure as hell can’t replace taste.

• H&M Knows Its AI Models Will Be Controversial

  The company expects public opinion to be divided on its plan to use “digital twins” of real models in AI-generated imagery. But the best way to protect models’ jobs and rights in the age of AI, it says, is to bring them into the process.
  Hurae example: we have experimented with our own virtual influencer Bobbie Lee and all I can say is: the best way is to explore, be prepared and get ahead. Because you will get behind. Look at all your friends who never got on Tiktok. Hopelessly divided.

• Has the Gen Z versus millennial gymwear discourse entered your feed in the last few weeks? The tl;dr is that Gen Z has ditched millennial-era tight gym clothes in favor of looser styles. Pinterest searches for “baggy gym outfits” are up 400% in the past year. Nike has emerged as the leading supplier of oversized women’s activewear.

• I was honestly surprised by the huge number of April Fools' jokes. Instagram was just one big dump of bad jokes. You know that by now everyone’s going to do the same thing on this day. Don't be afraid of being different; be afraid of being the same as everyone else. Good move by Dunkin'​ 🍩

Hurae - Thinking out of the box blue 👽

Most agencies think out of the box. We think out of the blue. Or out of this world. We think of anything that gets people talking about your brand. Offline & online. The best content is not necessarily created for social media, but content that gets talked about on social media. Eyes Eyes Baby!

A few last things:

• We are currently planning an innovation and creativity trip to Seoul in October. We have a few clients who will join us, we still have 5 places left. If you want to join or have more info, let me know at hannes@hurae.com.

• Ad Night was awesome! Thx for coming.

• Nieuwsblad asked me about Influencer marketing

• I was in Factcheckers to talk about sharenting

• We are planning to go to SXSW in London June 2-7th. Join the Whatsapp group if interested!

Want to get in touch?

• Email us at info@hurae.com

• Follow me on Instagram

• Follow me on LinkedIn

Thx for all your AdNight work to our interns Litani, Anais, Ale & Lelika