PORTFOLIO
Here's a selection of projects I contributed to:
Here's a selection of projects I contributed to:
How do you help "the mass" make more sustainable choices, knowing that they find that doing the right thing for the environment is hard and expensive? By showcasing that with Kruidvat - the Netherlands' leading pharmacy everyone can make their household a step more sustainable in an easy and affordable way.
Commissioned by: DDB Amsterdam + DDB Retail
Role: brand strategy + proposition + communications planning
How do you reposition and future proof one of the oldest pharmacies in The Netherlands in an age of online shopping? By giving new relevance to Trekpleister as the pharmacy with time and attention for the health of the people living in the neighbourhood.
Commissioned by: DDB Amsterdam + DDB Retail
Role: brand strategy + proposition + communications planning
How do you strengthen the position of Kruidvat as The Netherlands and Belgium's #1 beauty store? By not only making the latest beauty products surprisingly affordable for everyone, but also by closing the generation gap, and thus translating Gen Z's 'beauty slang' into language that all generations can understand and follow.
Commissioned by: DDB Amsterdam + DDB Retail
Role: brand strategy + proposition + communications planning
How do you make Kruidvat (the #1 low-budget pharmacy in the Benelux) a go-to-shopping-destination for the holidays, while over 2,5 million people in The Netherlands and Belgium struggle to meet month's end? By banding together with two NGOs (Armoedefonds in NL and De Voedselbanken in Belgium), and writing a Christmas Sing Along from which all proceedings go to families in need. Because everyone deserves a beautiful christmas.
Commissioned by: DDB Amsterdam + DDB Retail
Role: brand strategy + proposition + communications planning
How do you convey that Ziggo has the most extensive and best on-screen and off-screen entertainment offering in the Netherlands? By portraying all the emotions that only the best entertainment can trigger. A laugh, a joyful tear, the excitement and the wonder, that help make each day a little bit more fantastic.
Commissioned by: Ogilvy Amsterdam
Role: brand strategy + proposition
How do you make people turn to the country's favorite low-budget-pharmacy for health-care related expertise? By positioning each of Kruidvat's 4000 certified chemists as the accessible answer to all your health related questions, rather than taking your Mom's or Google's word for it.
Commissioned by: DDB Amsterdam + DDB Retail
Role: brand strategy + proposition + communication planning
How do you reposition and future proof one of the oldest pharmacies in The Netherlands in an age of online shopping? By giving new relevance to Trekpleister as the pharmacy with time and attention for the people living in the neighbourhood: and introducing an all-new brand identity and brand character (called "Aaf") to express this.
Commissioned by: DDB Amsterdam + Eigen Fabrikaat
Role: brand strategy + proposition + communications planning
How do you make the Dutch see their Royal Airlines in a whole new light? By relieving travellers from any (pre)holiday stress. Both emotionally and practically. With an all-in-one solution: KLM Holidays. Offering travellers the whole package for the perfect holiday.
Commissioned by: Dentsu Creative Amsterdam
Role: brand strategy + proposition + communications planning
How do you reposition and futureproof the country's most well-known financial expert? By creating a new brand campaign and health proposition that proves NN's positioning as 'supporter of change'. For example when it comes to reinventing yourself, and getting fitter.
Commissioned by: Dentsu Creative Amsterdam
Role: brand strategy + proposition + communication planning
How do you boost emotional appeal for KLM Royal Dutch airlines with global audiences? By positioning KLM as the caring airline with lifelong loyalty to its customers. Because travellers can count on KLM to bring them memories for life.
Commissioned by: Dentsu Creative Amsterdam
Role: brand strategy + proposition development
How do you reposition and futureproof the country's most well-known financial expert? By creating a new brand campaign and financial planning tools that prove NN's positioning as a 'supporter of change'. For example when it comes to making a complete U-turn in life.
Commissioned by: dentsuACHTUNG!
Role: brand strategy + proposition + communications planning
How do you make the self-employed choose a disability insurance, knowing they actually find it too expensive? By helping shift Movir - one of The Netherlands' leading insurers - from 'disability' to 'income'. Because Movir helps ten of thousands of self-employed to “keep going.” - both professionally and personally.
Commissioned by: Kaliber Interactive
Role: brand strategy + proposition + communications planning
How do you reposition and futureproof the country's most well-known financial expert? By creating a new brand positioning and brand campaign that embraces 'change' and reintroduces Nationale-Nederlanden (NN Group) as 'supporter of change'. Not just in communication, but as an entirely integrated brand experience.
Commissioned by: dentsuACHTUNG!
Role: brand strategy + proposition + communications planning
How do you convey that ABN AMRO is a bank that helps accelerate equal opportunity in the world of tennis? By creating a branded content campaign that helps show and tell how ABN AMRO hosts the most inclusive Tennis Tournament in the world: where players with the same ambition, share the same stage.
Commissioned by: DPG Media
Role: proposition + communications planning
How do you create record breaking ticket sales for 2021's New Years Eve Draw? By creating a magical story about Fritsie (a lonely wooden bird) that captures people's hearts and inspired the whole of the Netherlands to take a chance at sharing their luck with their loved ones.
Commissioned by: TBWA Neboko
Role: brand strategy + proposition + communications planning
How do you get buyers and sellers who are looking to trade goods (new or second hand) to prioritize Marktplaats or 2dehands? By creating a new purpose driven brand platform that shows and proves you that every deal makes a big difference in helping change the world a little bit for the better.
Commissioned by: Higuita Amsterdam + Happiness Brussels
Role: brand strategy + communications planning
How do you make a global brand like Adobe relevant to Russian creatives that are poorly represented on the world stage? By speaking to them on a local level and harnessing the power of their own creativity to Reimagine Russia.
Commissioned by: dentsuACHTUNG!
Role: proposition + communications planning
How do you create record breaking scratch ticket sales for Krasloten? By positioning their annual advent calendar scratch card as a true tradition that for the last 20 years has been the perfect gift to complement the holiday season.
Commissioned by: TBWA Neboko
Role: proposition + communications planning
How do you as the Netherlands' leading telecommunications provider help a country cope with an unparalleled crisis? By providing them with assistance and service in anyway we can, and by bringing an ode to all people in the country. Because the Covid-19 virus might stop us from getting together physically, but in reality we can as close as ever before.
Commissioned by: ACHTUNG!
Role: brand strategy + communications planning
How do you protect your customer base from the aggressive marketing efforts and offers of fellow health insurers? By turning your marketing into a service all year round. For example: by helping your customers feel better, in small steps, with a digital wellbeing test and app.
Commissioned by: Greenberry + Fitzroy
Role: proposition + communications planning
How do you stay relevant at a time of the year where we rather switch off our phones to be together with our loved ones? By claiming the "after Christmas" dip many people suffer from and recognize. Because you don't have to be together, to be together.
Commissioned by: ACHTUNG!
Role: brand strategy + communications planning
How do you make people aware that every 40 seconds one person dies of AIDS? By making this hard number emotionally palpable and tangible. With a statue that cries in real-time for each of the 32 million fatalities since the start of the epidemic.
Commissioned by: N=5
Role: Communications planning
How do you - as an optician - let an advertising skipping audience know that they can exchange their glasses for a new pair if they’re not happy? By making your advertising equally service minded, and offering an "Ad exchange" service that lets people switch rather than skip your ads.
Commissioned by: N=5
Role: communications planning
How do you position yourself as an not just any average travelling photographer? By making one man's personal coming of age story a stepping stone for discovery and adventure for the whole world. And letting them 'see the bigger picture'.
Commissioned by: Jimmy Nelson
Role: brand strategy + proposition
How do you overturn brand indifference as a optician? By going back to your roots, and addressing all aspects of your business that you do differently from all others market competitors. Resulting in the new brand platform “Dat maakt Hans Anders” (NL).
Commissioned by: N=5
Role: brand strategy + proposition + communications planning
How do you make people make more use of the expertise of The Netherlands' largest financial adviser? By giving people the confidence to trust their own financial insight in life. On the moments that matter most. With a bit of help from Independer.
Commissioned by: N=5
Role: Communications planning
How do you persuade a country to (keep) reading newspapers in a digital age? By celebrating the people that - with a newspaper as their helpful guide - have made their lives a whole lot easier. ‘Newspaper people’ - we call them.
Commissioned by: Shoq Amsterdam
Role: brand strategy + communications planning
How do you turn an abstract, complex and technological marvel called 'The Internet of Things' into something small business owners can get excited about? By inviting them to join a network of fellow entrepreneurs, for whom the internet of things already works.
Commissioned by: ACHTUNG!
Role: brand strategy + communications planning
How do you make ever-busy CEOs, CTOs and CFOs understand what a Dutch online payments company can do better than anyone? By making it more fun to watch, than any other payments company would consider doing.
Commissioned by: ACHTUNG!
Role: brand strategy + communications planning
How do you make people buy a VW, knowing they actually find it a bit too expensive? By giving them all the reasons to justify the car they are already sold on.
Commissioned by: ACHTUNG!
Role: brand strategy + communications planning
How do you help the entire Netherlands make healthier choices? By imposing them with force. Or at least a friendly stare down by our countries' most huggable kickboxer, Rico Verhoeven.
Commissioned by: ACHTUNG!
Role: brand strategy + communications planning
How do you inspire people to keep sending letters and postcards in this digital (only) era? By reminding them of the power of personal, written notes and letters for the moments in life that matter most - even when they’re gone.
Commissioned by: HavasLemz
Role: proposition + communications planning
How do you break indifference in the world of LED lightbulbs? By positioning Philips LEDs as a small and quick win for your health - as we understand how hard it can be to and take care of yourself and your eyes.
Commissioned by: ACHTUNG!
Role: communications planning
How do you convince the CEOs of The Netherlands they could benefit greatly from a personal assistent? By matching them with a PA of SecretaryPlus for a day - who will instantly make a difference.
Commissioned by: HavasLemz
Role: proposition + communications planning
How do you protect your customer base from the aggressive marketing efforts and offers of fellow health insurers? By turning your marketing into a service all year round. For example: by helping your customers go to the doctor better prepared, with smart questions in hand.
Commissioned by: Greenberry + Fitzroy
Role: brand strategy + proposition + communications planning
How do you inspire people to explore exciting new mobile technology with Vodafone? By proving them it's easier than ever to do the things you love. Like: making music anywhere - on Vodafone's future ready network.
Commissioned by: ACHTUNG!
Role: brand strategy + communications planning
How do you take the fight to Netflix with a company that in the mind of the consumer is stuck in the 80s and 90s? By rewinding to that period in time, and romanticise the coziness of watching films and series like the old days - but now, on demand!
Commissioned by: XXS
Role: brand strategy + communications planning
How do you make entrepreneurs turn to print in a digital (only) era? By positioning Drukwerkdeal.nl (or: Printdeal.com) as a canvas to enhance the image of offline ánd online shop owners and letting them express who they are.
Commissioned by: The Commitments
Role: brand strategy + communications planning
How do you turn an average automotive brand with declining sales around? By boosting quality perception, focussing on the unique propositions Opel has to offer, and creating new unique services, features and offers.
Commissioned by: J. Walter Thompson, Amsterdam
Role: propositions + communications planning
How do you help a bank articulate that they are the most innovative in the country? By relating to the Dutch desires to be frontrunners in tech and innovation, and launching a ‘lab’ to show we are constantly experimenting with new technologies to helps them move forward.
Commissioned by: J. Walter Thompson Amsterdam
Role: proposition + communications planning
How do you protect your customer base from the aggressive marketing efforts and offers of fellow health insurers? By turning your marketing into a service all year round. For example: by providing the world's first pocket-sized holiday doctor.
Commissioned by: Greenberry & FHV BBDO
Role: brand strategy + proposition + communications planning