CCCP started as a production agency, but quickly found out that they could easily vertically integrate advertising in their business model. Very successfully, we must say. Within no time CCCP has become a grown up full service agency. It can still be recognized though by its fresh, cheeky and unorthodox advertising. Especially for Hema (Dutch, low cost department store) CCCP made some outstanding creative work. A 2008 viral on Hema’s website generated 10 million hits, won a Dutch Design Award and the prestigious Webby Award.

www.cccp.nl

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Just when we thought that virals were a bit passé, we came across this fellow, made by CCCP. It’s a mockumentary about ‘liquid mountaineering’. The video tries to sell waterproof trainers from Hi-Tec, a British sports brand. It has been viewed 4.5 million times in one month. The Sunday Times – for what it’s worth – called it one of the best hoaxes of this year. We’re not sure if we concur, cause you can hardly call it a hoax – unless you believe that Jesus could do the same. But we like it. The fact that you know it’s fake doesn’t really matter, since the execution is subtle enough to be able to enjoy it - it was directed by Gerrit Willemsen from CZAR. And unlike many other virals, it even conveys a message; If you go Jesus hiking, Hi-Tec is your brand.

Smart idea by CCCP. They’re building the world’s largest website for Natuurmonumenten (‘nature monuments’). It is called 'make a meter'. Natuurmonumenten is an organization that privately buys pieces of land in the Netherlands to let nature (more or less) take its own course and prevent it from being built on. A very sympathetic organization. As a ‘consumer’ you can claim an online square meter (scale 1 on 1) of land on the site, by choosing one out of six different kinds of (typical Dutch) nature and leaving your personal details. CCCP calls it ‘user generated nature’. Since the sounds are as tranquil as the displayed nature, it is quite nice to wonder around and snap out your hectic life for a minute.