What a great idea. 20 of these IKEA style boxes – with a picture of the contents on it – were spread through Amsterdam by TBWA\Neboko. As if someone bought a complete walk-in-fridge. A smart way to refresh the attention for Heineken’s ad property, the walk-in fridge.

A guerrilla make-over to promote Holland’s largest DIY, Gamma’s wallpaper. The pay-off: “Isn’t it beautiful?” Well, if you’re asking our opinion; no this wallpaper is not beautiful. But the idea is though. Created by TBWA\Neboko.

Yacco Vijn leaves digital agency Kong (N=5′s digital sibling) to become Managing Creative Director at TBWA\Neboko alongside Bas Engels. It was a hard decision for Vijn, but the fact that TBWA has been so consistent in its creative success over the past decade and the fact that he leaves Kong in good shape, made him decide to accept this new adventure. By hiring Vijn TBWA wants to incorporate digital in its DNA, which is different from previous attempts to found separate digital agencies; first agency.com and a few years ago Flow – both attempts failed. When we asked Vijn what he thinks of becoming MCD at an agency known for being especially good in making (Dutch) TVC’s, he told us that ‘digital’ is becoming obsolete: “The term is slowly eroding; when I go to a shop to buy a camera, I’ll ask for a camera, not a digital camera. It’s obvious that it will be digital – everything is. I think the time is ripe to stop putting digital labels on agencies and go for integrated by default“. Wise words. Floris Hülsmann, who ironically enough left Flow last year to join Kong, will be taking over Vijn’s role until Kong has found a replacement.

After the newsreader has finished covering the news on the Danish troups still fighting the Taliban in the Southern Afghan province Helmand, she switches to less important news; the weather – presented by the ever sexy Marjon de Hond. On the other side of the split screen the footage continues to build up to the climax of one of the wounded Danish soldiers being taken care of by a medic and clearly in shock – his pupils are huge. The footage is not news footage, but the documentary Armadillo that follows the Danes very closely in their fruitless efforts to bring peace to Afghanistan. And the pay-off ‘Keep watching’ aptly explains that documentaries continue where the news ends. Though this commercial is not as spectacular as last year’s fictional trailer (still using the wonderful pay-off ‘you can’t make up reality’) it again very convincingly conveys the message that everyone should visit the International Documentary Festival Amsterdam (IDFA). Created – for the fourth time already since 2008 – by TBWA and directed by Mirko Dreiling (25 FPS).

With 13 shortlist nominations in film and 7 in film craft, Amsterdam should be able to win some more Lions tomorrow night. Of all these nominations 4 go to Nike ‘Write the future’, 3 to Heineken’s ‘The Entrance’, and one to Heineken’s ‘The Date’, which adds up to an impressive 8 film (craft) nominations for Wieden+Kennedy Amsterdam. Write the future also has a nomination for Titanium (integrated), though this case was sent in by Nike. BSUR also does well with 4 nominations for MINI Countryman’s ‘Flow’. Philips’ ‘Wake up the town’ by Tribal DDB has 3 film nominations. Other film nominations go to Volkswagen (DDB), Centraal Beheer (DDB) – we personally liked this more subtle Centraal Beheer film a lot better – De Bijenkorf (Selmore), IDFA X-ray eyes (TBWA) – a very smart film – and the beautiful Sire film ‘Marked for life‘ (180). We’ll keep our fingers crossed!

Quite an honour for Amsterdam based TBWA\Neboko; Heineken’s Walk-in fridge was the runner-up in CBS’ ‘Clash of the commercials’ – Volkswagen The Force, created by Deutch LA, was the winner. To finish second in the ‘Best commercial of all time’ competition – representing ‘The World’ (vs the US) – is something to be proud of. Congrats, Neboko.