CC De Werf is a cultural centre in Aalst that strives to touch the hearts of its visitors. For a period of five years, we created the annual campaign image. Our concept was pure and simple and showed the many emotions art and culture can evoke. We didn’t use professional models but organised a casting to which we invited CC De Werf’s visitors. Photographer Bart Heynen beautifully captured their emotions in a series of portraits, which were used in the print campaign and brochure, and on social media.