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SOS Children’s Villages does much more than build villages; they contribute to loving & caring environments for children around the world. They came to us to create a mass shift in how people perceive them, resulting in our ‘Zeg iets liefs’ (Say Something Nice) campaign. Instead of fundraising we asked people to donate nice.

User Donated Content

So we made a life-size donation box with some state-of-the-art technology running inside it. By pushing a button you could record (read: donate) a nice message, which would became part of a 10-message loop transmitted by the box itself. The user donated content inspired us to make real time banners and wall-posts based on the user donated content.

Travel Report

Jan Smit & Danielle Oerlemans – both representatives of SOS – gave the campaign a celebrity cachet, massively expanding its reach. They spread the word that the following 2 weeks would be devoted to nice messages. Not only around the box, but also on a special SOS website where people could leave their messages for others to read. This exploded rather well in the twitter-sphere, resulting in over 10.000 nice messages.

Long-term Prospect

By making nice messages into a currency we made ‘donating’ a far more accessible activity than usual, laying the basis for further communication between future donators and the non-profit SOS.

Case studie SOS kinderdorpen

Say something nice donation box.

Realtime banner at Schiphol airport

Homepage ‘Say something nice’ website

The online wall with nice messages

‘Say something nice’ Facebook page

‘Say something nice’ Hyves page

Hyves page Jan Smit

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One By One
Because Diabetes is a serious illness that may lead to heart failure and dementia we thought of diabetes as similar to the domino effect. By introducing dominos we created an organizing principle in which we could explain in an easy and accessible way how diabetes works. Part of that instruction was an online genetic test. It asked a participant about diabetes cases inside the family and calculated the probability of the participant getting it. It always concluded with some tips to prevent the disease.

Domino E-Day
The Dominos and the likeable characters depicted on them gave the Diabetes Fund a consistent story to tell, not only via a spot-on TV commercial but also via a web portal called ‘Domino E-day’. In this simple online domino game we asked people to virtually build their own domino courses. We represented it heavily on social media and linked it to the popular Domino D-Day television show. In doing so it became really popular, generating tens of thousand new e-mail addresses for the Diabetes Association. Besides that it made diabetes directly associate with the domino effect.

Daryl – The World is Your Gym
In addition to the already likable family of domino character we introduced Daryl, and Daryl was an app. It was his job to make crystal clear to 35-45 year olds that regular exercise helps prevent type-2 diabetes. Research gave us the insight that regular movement in daily life accounts for 85% of all the exercise we do. So what if we could introduce a little exercise to your daily moments, by making your world a gym?

Daryl starred in our ‘the world is your gym’ campaign, as an outrageous digital fitness instructor with unorthodox methods for staying lean and fit. His odd tips for exercising at the office and in traffic jams became a digital sensation precisely because it combined a serious message and parody. He had massive radio airplay, and was downloadable as an app. It registered the movement you made and responded positively to your exercise or rather cheeky to you standing still.

Positive vs. Negative
With Daryl we created a very positive solution instead of just pointing out a problem; a loveable and huggable icon that prevents and makes you smile.

Travel Results
Diabetes awareness jumped from 20% to 65% in the target group, 500,000 people within the target group saw the campaign through free media publicity. A highly targeted Google SEO claimed 73% of all relevant Google searches for diabetes.

‘The domino effect’ tvc

‘The domino effect’ ad

Domino E-day online app

Domino field in Domino E-day app

Domino field in Domino E-day app

Domino field shared on Hyves

Diabetes inheritage ad

Diabetes inheritage online test

Daryl fitness coach website

Daryl fitness coach Activation website

Daryl fitness coach Activation website

Daryl fitness coach Activation radio – File Fitness

Daryl fitness coach Activation radio – Work Fitness

Daryl fitness coach mobile app

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Love at First Sight
We immediately loved the initiative and decided to help out. Their initial dream was (and is) to make a boat out of all the discarded bottles, but we felt there was more potential to the initiative. How could we make this local event into a potential worldwide phenomenon? First thing we did was upgrading the boat to a design boat, which changed the goal for caught bottles to a staggering 100.000. The design boat is to be a positive icon, a reminder to what can be done with plastic soup instead of just pointing out the problem. Branded and re-purposed, the Amsterdam canal plastic now becomes a considerably valuable thing. This positive, value creating approach can- and will be spread through other cities and countries all over the world.

Travel Results
Our work is prevalent in Plastic Whale’s design, several social media campaigns and their playful tone of voice. We constituted Plastic Whale as a recognizable and highly accessible entity leading a joyous, positive movement. By continuously updating the Plastic Whale Facebook page with quality content we increased their following with 200% within six weeks.

Next to social media we developed a smart media campaign to announce the 2012 Oud-Amsterdam Plastic Visschen event. The event welcomed over 1000 participants against the 300 from its 2011 predecessor. Within six weeks we doubled the size of their social network. Besides that Plastic Whale received tons of coverage in national news.

The Plastic Future
2013 promises to be a fertile year for Plastic Whale and Lemon. The construction of the boat is well underway, whilst we’re expanding the world around the brand with blogs, social/traditional media campaigns and quite a few exiting upcoming events. With media partner TMG freshly aboard and our stand at Amsterdam’s HISWA in foresight the future looks bright and hopefully, a little less plastic.

Plastic Whale brandstory

Plastic Whale Design, in coorperation with Jihaa

Plastic Whale crowd funding page

Plastic Whale blog site

Plastic Whale Facebook

News jack Olympic games

News jack Amsterdam canal parade

News jack Christmas

News jack 400 years Amsterdam canals

Call for donation

Plastic fishing techniques

Call for Plastic fishing

Plastic fishing event reports

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No More USP’s
Creative people are always on the lookout for the newest thing, eager for what’s fresh and happening. It was, and is, Penelope’s job to dive in the world of creative people and hook ‘m up with all that interests them. In doing so we wanted her to connect with their lifestyle, instead of shoving a USP down their throats.

Bridging the Gap
Penelope became an intermediary between PNOzorg and the Dutch creatives. She represents the target audience because she knows what’s going on in their world, on the other hand she became a spokesperson for PNOzorg: easy to reach and very approachable. It’s not hard to imagine the possibilities in product development and all-round client relations that could blossom from this refreshing and independent approach in communication.

Travel results
We started from scratch and made PNOzorg a new brandstory, gave ‘m a completely new tone of voice, design and look and feel. From there we launched the search for PNO’s Penelope. The competition had huge appeal and reach, for all the competitors had to activate their own social networks to prove how social-savvy they were. They had to take their daily Facebook and Twitter business and turn them up a notch. That resulted in 300 competitors and over 60.000 unique visitors for the competition website alone. But more importantly, after she was chosen Penelope brought PNOzorg amidst the creative industry, and the industry amidst PNOzorg resulting in a huge increase of new clients.

Design in coorperation with Urform Studio

‘Searching for Penelope’ poster

‘Searching for Penelope’ ad

‘Searching for Penelope’ website

Content and vote campaings made by competing Penelope’s

‘Thank you Penelope’s’ banner

Blogsite Penelope

Crowdsourced brand advertising

Crowdsourced brand advertising

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Ugly Duckling Turned Pretty
So we sexied up the bellyband – you know, that flexible elastic sash ugly duckling of fashion women greedily turn to in the final months of pregnancy for extra support? Well, together with Mother’s Night and celebrated Dutch fashion-artist Claudy Jongstra, we’ve reinvented it into a high-end fashion accessory, creating something highly feminine and unique and dubbed it ‘De Moederband’ (motherband). With it we gently forced mothers and fashionistas around the world to join the conversation.

Travel results
With de moederband, we knew we had something cool in our hands to win/give away. We figured that Viva magazine had huge exposure resources within our target audience, i.e. mothers. We asked them to launch a give-away campaign, which they happily did. Next to the huge amount of free PR through Viva we also got loads of stories published on fashion-, mommy-, baby- and lifestyle blogs.

Moederband 2013
The ‘Moederband’ and the fresh approach in communication gave Moedernacht a new identity, making it a household name. The story dominated the social- and blog-o-sphere for a good 3 weeks in 2012. The 2013 prospect seems even sunnier, with a big (and we mean BIG) retailer aiming to take the Moederband in production, designed by a fresh, and high-end fashion designer, soon to be announced.

Redesign ‘Moedernacht’

Proces of making the maternity band by Claudy Jongstra

The maternity band

Advertising

Contest in VIVA magazine

Maternity band website

Off and online buzz

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The Mother Magazine
To create the needed coherence and solidified brand experience we first had to ignite respect, pride and awe between the separate faculties. Hence we conjured the HvA magazine, showcasing the numerous special and interesting projects the HvA was working on. By seeing each other’s effort a ‘this is who we are’ feel started to grow between the faculties. The magazine proved a huge success and the basis for a shared identity and brand story we wrote them.

The Campaign
Following the brand story we worked closely with both the university’s marketing team and the heads of its 7 faculties, and rolled out the new payoff ‘Creating Tomorrow’ and a fresh visual style and content platform. This one inspirational story went on to become the lead not only in their ad campaigns, but in all of HvA’s communication. It became the HvA umbrella under which the faculties united. And that’s always the good stuff.

The core project consisted out of 8 visual styles in all, each school with its own iconic imaging. It gave all the faculties their own unique story and visual communication tool, united under HvA’s mother campaign. All created with some of the world leading designers both highly established and up and coming, including Serial Cut, Chrissie Macdonald, Mistake the Beautiful, Erwin Kho and Corriette Schoenaerts.

Message From 2020
In addition we developed an external communication campaign with the ‘newspaper of the future’, a special edition written by the teachers and students of the HvA in collaboration with Het Parool. It reported straight from 2020 with editorials, newsflash and celebrity gossip, proving an impactful, surprising and compelling way to initiate ‘thinking about tomorrow’.

Travel Results
The first three years after the campaign launched, freshman admissions jumped with average of 17%. By attracting better students the drop-out rate decreased by 12%.

Our efforts lead to the installment of an editorial board, taking care of all HvA content and communication, maintaining a coherent and solid brand image.

HVA magazine cover

HVA magazine content page

HVA magazine spread

HVA magazine spread

HVA magazine spread

HVA poster campaign general

HVA poster campaign department sports and nutrition

HVA poster campaign department social work and law

HVA poster campaign department health professions

HVA poster campaign department economics and management

HVA poster campaign department design and communication

HVA poster campaign department education

HVA poster campaign department technology

HVA poster campaign department technology sub division architecture

HVA poster campaign department technology sub division innovation and design

HVA poster campaign department technology sub division aviation

HVA brochure cover

Newspaper hijack

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