De Bijenkorf (beehive) is the biggest and most luxureous department store in the Netherlands. Once a year the store does three days of huge sales; the Drie Dwaze Dagen (three crazy days), starting September, 30th. This ad brings it beautifully back to the essence. For us it’s the only three days in the year that we don’t want to be at de Bijenkorf – unfashionable women gather around the store, run inside when it opens, and fight for their lives to get a €20 discount on a branded item they usually would never buy. The ad feels a bit contradictory when you know that de Bijenkorf wants to become more luxurious – it recently opened a whole new floor with very luxury shop in shops – but given the mega turnover it makes during these three days it does make sense. And the execution is perfect. The commercial was creatd by Selmore.

Photo: Maurice Mikkers
The biggest winner last night at the ADCN (Dutch Art Director’s Club) awards was Lemz. All the ‘bulbs’ – of which one was a Grand Prix (the very best integrated work) – went to their Fireworks campaign. Our very favourite campaign of the year Domino’s Pizza Pepperoni by Indie won one Golden and two Silver bulbs (TV, internet and activation) – in our opinion it was at least as good as Lemz’ work. Wieden also won one Gold and two Silver for Heineken’s ‘The making of The Date’ (internet, TV, and activation). Selmore won Gold for Bavaria and Hugh Heffner – so we can be sure that Charlie Sheen will also win Gold next year. We were a bit surprised that N=5 won Gold for Telfort – not really our taste. Y&R won one Gold and two Silver for LG’s ‘smart thief‘ (internet, TV, and viral). A bit strange that alle these films are winning different prizes for the different channels through which they are broadcasted – does the channel matter? Another one of our favourites was Hema’s with a push-up bra in print, promoted by a male model, going viral big time – by Doom & Dickson. It won Gold and Silver. Note: Hema is one of the most down to earth department stores in the Netherlands. TBWA won Gold with its print campaign for DIY chain Gamma; free Lego – “Just like dad.” In Interactive Tribal DDB won Gold and Silver for ‘Obsessed with Sound’ for Philips. One of the most impactful commercials of the year by Publicis for ALS won Silver – “I have died by now.” Special bulbs went to Mischa Rozema (for directing OFFF), Christian Borstlap (art direction and illustration, for LV and Mr Porter), and Simon Warner (photgraphy, for Octopus).

Wow, that’s impressive; getting Charlie Sheen to act sober in a commercial. And how relevant for Bavaria 0% – if Sheen can stay sober on this, it must be a hell of beer. Bavaria has a tradition of using celebs in its advertising. But not just any celeb, always a celeb with an edge. Even Hugh Hefner drank Bavaria in his mansion as if it were his favourite drink. And to promote Bavaria’s 0% beer, the brand has already used known alcoholics. A very long time ago Don Johnson. And more recently Mickey Rourke. So today Charlie Sheen is added to the list. Well timed. Just when he’s getting back on track. Created by Selmore and directed by Jonathan Herman (Bonkers).

We’re slightly late with this commercial, cause the Mad Marathon sales at department store de Bijenkorf are already over, but it’s a pretty thing – just like in 2010 and 2011 art directed with a fresh, distinctive style. And it doesn’t need much explanation. Created by Selmore, directed by Bram van Alphen (Caviar), and sound by Audentity.

After having introduced our new columnists last week, this week we’re introducing a new item called ‘Inspiration’; Amsterdam creatives sharing their inspiration on a weekly basis. In order of future appearance we found the following posse willing to show us what they like, what fascinates them, or what they admire on a regular basis: Jennette Snape, art director at Dolly Rogers; Jarr Geerligs, art director at Selmore; Joep Beving, creative at Massive Music; Rick de Zwart, designer at Meneer de Zwart (and responsible for AAB’s visual identity); David Snellenberg, copywriter at Dawn; Johan Kramer, director at 328 Stories; Martin Pyper, designer at MeStudio; Reuben Alexander, creative at Buutvrij for Life; and Christian Borstlap, art director at Part of a Bigger Plan. Of course these people do more than just what their often somewhat rigitd title suggests (in art, music, photography, etc.) but you can read about that on their profile page, once they’ve posted their first contribution. Today Jennette Snape kicks off with an art piece she created herself. The title is “Inspiration lies in the eye of the beholder”; a nice kick off for this new genre, since it philosophies on what inspiration really is.

There’s a somewhat strange trend going on in the Netherlands. Ambulance personnel is being harrased quite regularly whilst trying to do their job. You wonder how ambulance personnel could possibly evoke any aggression. And when you see this SIRE commercial, with the pay-off “If we respect our medical care providers in wartime, why not in peacetime”, it becomes even weirder to think about it. You can sign the petition ‘Hands Off’ here. Strong one, by Selmore and director Rogier Hesp (Caviar).