According to the dictionary ‘Boondoggle’ means ‘a work related activity that can hardly be labeled as work.’ We’re not quite sure why an agency would want to call itself that way, but we do know that the agency was born in Leuven (Belgium), opened offices in Amsterdam in 2007, and was acquired by HAVAS in 2013. And as for its positioning the agency claims to always be on top of popular culture, emerging technologies and societal trends – quoting Wayne Gretzky: “Skate to where the puck is going to be, not where it has been.” On top of that Boondoggle even believes that “the thing we call advertising is over, as we’ve entered the post-digital era of radical transparency and hyper connected users.” Brands that concur are: Heinz, Volvo, Rituals Cosmetics, Aquarius, Rabobank, Randstad, Acer.

Recent posts about Boondoggle

Fashion Victims

To make online shoppers aware of the price that is paid for cheap fashion, Greenpeace and Pool Worldwide launched a website for the fictitious brand Fashion Victims. Though TV celebrity Zarayda Groenhart at first appears to be giving away 1000 blouses for free, her monologue changes into… More.


Logos for cheap

We recently interviewed The Stone Twins about crowdsourcing logos. As logo specialists they aren’t too fond of this new phenomenon, but – on the other hand – they acknowledge that it automatically comes with an open market. Since Boondoggle Amsterdam loves the open market, they… More.


Havas buys Boondoggle

International advertising behemoth Havas – owner of among other brands EuroRSCG and Arnold – has just announced to buy Boondoggle to enhance its digital position in the Benelux. Boondoggle has been quite successful in the past years in making digital work that convincingly connected on… More.


Anomaly hires Gaston Serpenti

Anomaly – opening its Amsterdam office at the end of last year – has hired Gaston Serpenti as Digital Creative Officer. Serpenti is coming from Boondoggle Amsterdam, the agency he founded about 5 years ago with Tom de Bruyne – who left Boondoggle last year… More.


Tribal DDB and Lemz win big at the SpinAwards

We weren’t physically there when last night no less than 30 ‘Spins’ (rings, either gold or silver) were awarded to the best digital work of the Benelux at the SpinAwards. Instead, we were mingling with the lesser gods at the NewWork Pre-Party. After ten, though,… More.


KLM embraces everything digital has to offer

If I have to name the advertiser of 2011, I don’t have to think long; it’s easily KLM. The reason? The Royal Dutch airline launched numerous digital platforms in the past year, experimented wildly with social media, and turned Twitter into a mature customer relationship… More.


Job Hustle

This ‘Job Hustle’ case film by Bas van der Poel and Daan van Dam (Wonder Years) speaks for itself. They wanted a job and got one; at Boondoggle – by using Twitter in an unorthodox way. It’s on target, inventive, and effective. This is the… More.

Ad of the Month

Amsterdam wins 5 lions in Cannes

Yesterday was a good day. Not just because it was our first day in Cannes and we enjoyed soaking up all its extremes – Le Palais, the sun, the beach, ‘le canard au miel’, and lots of drinks – check out our photo’s here. It… More.


Boondoggle’s 5-word Webby acceptance speech

Four Amsterdam agencies scored a Webby award this year. The most serious one went to Boondoggle with Take Mokum (Online Campaigns) for Nike+. Boondoggle has a running gag going that mentions penguins in every interview; hence the 5-word acceptance speech by CD Gaston Serpenti –… More.


Boondoggle and KLM surprise at SpinAwards

Last Thursday the SpinAwards were divided between the top digital agencies in the Netherlands and Belgium. In ‘Online’ there were two golden awards; ‘Philips wake up the town’ (A fantastic concept by Tribal DDB) and ‘Hi-Tec Liquid Mountaineering’ (a very strongly executed viral by CCCP… More.


Ben is stuck

Though these two (“Trees and Bo”) seem to be stuck in this banner, “they’re not stuck with Ben”. Because Ben doesn’t do year-contracts. Ben is the mobile phone provider (the name translates: Am – as in ‘I am’) made famous by KesselsKramer in 1999 with… More.


Achtung! interactive agency of the year

Last night at the SpinAwards – the awards for digital advertising – Achtung! regained the title ‘interactive agency of the year’ – in 2008 the online agency also won the prestigious title. A logical choice, since Achtung! was the most nominated and awarded agency around.… More.