BRIEF: Create an annual event, which gives attention to magazines for one week. Realise extra sales during this week. The client is the Dutch association of publishers, or het Nederlands Uitgeversverbond.
INSIGHT: People feel stressed, they have full agenda’s with family, work and social obligations. Personal time is getting increasingly scarce and wanted.
IDEA: We want to communicate that a magazine creates personal time. If you buy a magazine, you actually purchase a personal ‘mini-holiday’ or a break. A magazine gives you the opportunity to withdraw and enjoy some personal quality time – IK TIJD -. In the IK TIJD package that is handed out in the Magazine week are objects that help you, to create your personal time. Or in other words; IK TIJD.
The IK TIJD pack consists of familiar objects that one can use to show people that you are enjoying some personal time and don’t want to be disturbed.
The packs are handed out from typical IK TIJD moments like taking a bath or relaxing on the sofa.
TEAM: Caesar Driessen, Lars Wierenga, Marco van Heerde
BRIEF: Use the “disruption” strategy of TBWA\ to create a new strategy and campaign for Holland Casino.
INSIGHT: Gamblers often seem lonely and unhappy. They are spending time and dreaming of a different and happy life, they could start with the money they could win.
IDEA: Holland Casino is a perfect setting for matching people. It’s a comfortable place to visit alone. You have to identify yourself before entering and there is an observation team that sees everything. Holland Casino will launch a new service with which people can be matched and find ‘happiness’.
NB: This was a school project and not an actual assignent from Holland Casino. Holland Casino is used as a case study and has nothing to do with the work that is made.
BRIEF: Create a piece of Direct Mail that raises public awareness of homelessness and the work of the homeless charity Crisis.
INSIGHT: Face to face conversation is a part of life slowly being swallowed by email and such things. Time poor, cash rich professionals under all that paper work, miss real human contact, a trait that the homeless have in abundance.
IDEA: We created a position in society for the homeless to feel to be part of something again. By concentrating on their need to talk, listen and share, we feel they are in the perfect position to become a ’social conversationalist’- Their favorite bench becomes their office (freudian couch) and our direct mail answer to the brief, their business cards.
How
When people are approved for the project, they receive personalised business cards with their picture, name and ‘title’. This sense of professionalism enhances the feeling of a equality. As well as handing cards out on the street, The personalised cards are sent straight to offices in the benches vicinity, based on the area code their favorite bench.
Web
By giving information on the homeless people in your neighborhood, it removes the barriers of the unknown, and opens possible converstion starters
TEAM: Paul Weatherall, Kasper Dado, Marco van Heerde
BRIEF:Create a product for a contemporary antarctic explorer synonymous with the values of Fortnum & Mason.
INSIGHT: Besides the weather, enthusiasm, confidence and discipline -in other words morale-, are the most important aspects that influence the success of an expedition. Food has a major influence on morale, especially during Antarctic expeditions where people have to eat four times the amount compared to everyday life.
IDEA: We created the Explorers luxury hamper. The hamper is specifically designed for boosting morale during Antarctic expeditions. Instead of eating the precious food -which has been on your mind all day- from the sausepan, a luxurious dining ambience can be created to enjoy your -freeze dried- dinner at itʼs fullest.
TEAM: Paul Weatherall, Kasper Dado, Marco van Heerde.
BRIEFING: Create a new website for marketing professionals in order to find a new audience for job advertisements.
INSIGHT: During college, future marketeers have easy access to the latest scientific publications in their field. Amazingly, after graduating, most people are cut off from the latest developments in their profession.
IDEA: Let’s create a blog where marketing scholars publish the most cutting edge research. The bloggers are paid according to the number of times an article is read. By reconnecting the scientific world and practitioners, we have found an untreated field in marketing/advertising sites.
BRIEF: Find a way to get people to visit the job platform VK Banen.nl, when they are not actively searching a job.
IDEA: A social network with active members, creates recurrent visitors and loyalty. Let’s create a social network where members can help each other realizing their dreams and ambitions by sharing them. This is in the umfeld of career and job hunting but is also interesting when not actively seeking for a job. The network can be used as well for recruiters to find potential employees that are not actively seeking a new job
RESULT: Creation and launch of social network maakwerkvanjeambities.nl
Aero Bubbles,
Areo is a British candy bar, which is not sold in Holland. I guess that’s why I have never seen this video from March 2009 before. I really like how the airiness or bubbles are visualized, a pity of the – not so original – music. The directors cut is even better and the “making of” on Flickr you can find here.
Why write in a language other then the one you’re most comfortable with, the language that you spoke in kindergarten and still speak in everyday life? Why go through the trouble if no one besides your mother, maybe some colleagues and friends will read you posts? They are Dutch, so why write in English?
Well, only 4% of all people can read Dutch. And the Lingua Franca of the internet is English. Although I’m quite jealous of British tourists who, while stumbling stoned through Amsterdam, still mumble in more eloquent English than me, I’m going to try it anyway.
Naiveness is an undervalued virtue; hopefully – in time – this blog will also inspire people outside the Netherlands who have inspired me. So Seth, Neil, Alain, Johnny, Paul , Cory, Taj, Kelly, thanks and welcome.
