Belgium's Top Ad Execs Are Donating Sperm and Eggs to Ensure the Nation's Creative Future

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People will do anything to protect a legacy. And Belgium is taking that to the next level.

The country is extremely proud of its creative reputation. In four years, it has won 78 Cannes Lions, which is bananas for a country with a population of just 11.2 million. But young people are losing interest in advertising careers, which means there's a crisis coming. 

"The number of students in creative fields has actually declined," says Greet Wachters, manager of Creative Belgium.

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