Just when we said we don’t often come across good print ads in the Netherlands, we found another one in TopGear Magazine – click on picture to see the ad. The copy: “Paul Kok just checked in @ the bottom of the Maas [big river in the Netherlands, AAB]“. And then: “Driving and social media don’t match”. Roger that. We don’t think there are too many people checking (let alone updating) their social media when driving (unless when stuck in traffic), but it’s a nice ad anyway. Created by N=5 for TopGear.

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, what a great print ad (click pic = full ad) to explain that you sell “extra strong garlic sauce”. It instantly shows how Heinz’ new sauce scares away all the personal ads in the newspaper: no date guaranteed! Though when you think about it; is the repllent quality of garlic an attribute you’d want to blow up? Mmm. Probably not. Then again, if we’re talking about single mindedly conveying a message loud and clear, this ad is a winner! Created by N=5.

What a killer concept; a last minute billboard, becomes a last-minute billboard! The copy underneath the offer: “Our offers are so last minute that we could only create this ad last minute”. It proves once more that brilliance and simplicity go hand in hand in advertising. Created by N=5.

Write the future did what most of us expected, it won big last night at the Dutch Art Director’s Club (ADCN) Awards: the Standing bulb (read: Grand Prix) and three golden bulbs (Integrated, Film, and Print/Magazine). Massive Music also won an award for the music in this commercial. Overall, TBWA\Neboko won most awards, taking home 2 golden (in Film for Pearle and in Print for Heineken’s Social Networks) and 4 silver bulbs. Live Interactive billboard (n=5) won gold in Outdoor. Bavaria’s DutchDress (Selmore) – causing such a big stir at the World Championship football last summer – also received a very deserved golden bulb in Activation. Christian Borstlap’s posters for the overview exhibition of Dutch advertising classics won gold in Graphic Design. In Interactive there was no gold. This could mean that digital creatives are still mostly tech driven, rather than aiming for the big idea. It could also mean that the ‘traditional’ creatives (the largest part of the Jury) are not able to fully appreciate digital innovations. Or it might be a bit of both. In any case, there were three silver bulbs in Interactive for Philips ‘Wake up the town‘ (Tribal DDB), Live Interactive Billboard (see above – a big digital idea, created by a ‘traditional’ agency), and Vodafone’s Madame TreSesti (Achtung!). Our very favourite film ‘Drama Queen‘ for the Young Director Award (TBWA Helsinki, directed by Rogier Hesp) got a bulb in the category Young Directors, but unfortunately not gold.

This concept – with unlimited mileage – is not new. For about 2 years now LOI – a commercial education institute – explains us that ‘Holland is getting smarter’. Earlier we saw a family dad speaking fluent Italian with the waiters that were insulting his family in an Italian restaurant. This time we see four guys who seem to be getting ready for a big football match; football shirts, snacks, Amstel beer (your typical mates-getting-together-beer), and a girlfriend that’s being asked “When was it that you are leaving?”. But ‘ceci n’est pas un Champion’s League match’. It’s the ‘National Dictation’; an event that tests your writing skills. Since Dutch grammar is – even for the Dutch – close to rocket science, you wouldn’t expect these guys to participate. But since they’ve done a course at LOI they actually enjoy it and even judge it a “piece of cake” – already after the first impossible phrase. Funny ad, strong message. Created by N=5 and directed by Bart Timmer (CZAR).