INDIE was founded in 2009 by Schaeffer, Wünsch and Has – today only Schaeffer is still on board. As the name suggests the agency is independent, which means it has “the freedom to choose the most qualified suppliers to cooperate with.” It also means an open, unbiased culture, where ego is irrelevant. And its mission is “to make the rare combination between creative excellence & service excellence actually work.” Current clients include Brand beer, Fayrouz, Sportlife, Amstel Premium Pilsener, Tons Mosterd, Nike Golf, Allianz and Domino’s.

Recent posts about INDIE

It’s all about the dash

This film for the Amsterdam “small capacity” cocktail bar HPS (with a logo that made us think of UBS), looks quite internetty. But “It’s all about the dash” is a well-found double entrendre. A dash of this and a dash of that, that’s what making cocktails… More.


That, in a new bottle

Brand beer has a new bottle. And to celebrate this the agency asked Indie and Sunshine & Sausages to create a campaign around it. What’s more, the commercials (six 10-second films in total – all more or less the same) seem to reposition the beer.… More.


Time well spent

In the Netherlands Amstel is known for being one of the blandest beers around. So this commercial, positioning Amstel as Hertog Jan, can only work when introducing it into a market where the consumer is not too familiar with it – Eastern Europe, in this… More.


Brand chooses Indie and Sunshine and Sausages

Brand, a Heineken beer brand, has chosen two new agencies, Indie and Sunshine and Sausages (activation) to translate its new positioning – or “important changes” as the press release calls it. Among the well-known lagers Brand has always positioned itself in the more exclusive, culinary… More.


I ADsterdam

This was the image that featured on the cover of UK magazine – The Drum, who recently published a 48 page supplement on Amsterdam’s advertising, design and digital industries. They spoke to some of the city’s top agencies (eh hem, including yours truly) to find out why… More.


Blue Faces

According to Indie (responsible for the concept and the lyrics) and Dutch musician Alain Clark (responsible for the music and voice) “Blue Faces” are people staring at their mobile phone all day, while ignoring the physical world around them. Quite a strong cultural insight to… More.


Big in form

Christian Borstlap proudly presents 5 (out of 7) bulbs to the press – photo by Matthijs Immink.  Unfortunately it took us half a week to recover from the ADCN (Art Director Club Netherlands) awards (read: the party afterwards). Which is why only now we’re able… More.


A pretty big lamp

Last December Amsterdam agency Indie supported Holland’s biggest charity auction, Serious Request, with among other prizes a very special one: a free TV commercial! As this case film explains, the winner was Ton, owner of Holland’s smallest and eco-friendly Mustard factory. With a staff of only 5 people, he produces… More.


European Excellence Award for Safe Sound Scooter

We hadn’t heard of the European Excellence Awards – probably because it’s a PR award show. But we’re paying some attention to it, because one of the better ideas we featured last year was awarded there: the Safe Sound Scooter. It was specially created for… More.


One Phrase Serenade

Known for their intelligent lyrics and even for introducing new words in the Dutch language (like ‘watskeburt’) De Jeugd van Tegenwoordig is one of the most loved hiphop bands in the Netherlands for the past years. Indie Amsterdam was able to get (read: pay) one… More.


Two Media Lions and one Mobile

With only one shortlisted case in Mobile, Amsterdam disappointed us a little this week. Fortunately the only nomination in this growing category was awarded with Silver last night. Yune and XS2TheWorld created an app for the Dutch Railways (NS); an app that allows you to… More.


Lemz wins 4 ADCN awards

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… More.


Safe sound scooter

Wow, what a nice idea; an electric (Domino’s delivery) scooter that doesn’t say ‘Vroooooom’, but “Mmmmm, lekker” (‘tasty’). According to Domino’s Pizza it is a ‘safe sound scooter,’ but to us it sounds like guerrilla advertising – or should we call it soundvertising? Anyway, conceived by… More.


Domino’s Pizza Pepperoni Talent Show

The most entertaining part of a talent show on TV is the first few rounds when the amateurs without talent make a fool out of themselves. That’s most likely what inspired Indie to create these short TV ads for Domino’s. The ‘casting models’ were picked… More.

Ad of the Month

2 x design gold for BBDO and A’dam WW

Last night Amsterdam won 2 golden design Lions. Amsterdam Worldwide for its Onitsuka Tiger Tansu sneaker (picture) and FHV BBDO for its black Mars packaging (almost) without the iconic Mars logo. Consumers received a sheet of letter stickers to create their own text on the… More.


ADCN Lamps; the most creative ads

Last week the Dutch Art Director’s Club (ADCN) awards, or simply the ‘Lamps,’ were divided between the most creative Dutch agencies. DDB was the big winner, with 3 silver Lamps – and 29 nominations, out of 204 nominations. DDB’s best silver Lamp went to its… More.


Nothing to declare?

This guerilla ad by Indie at Amsterdam airport Schiphol is created for the Belastingdienst (national tax collector). Rare species (or parts of them), like an elephants tusk, Ocelot fur, a Ridley turtle and Barrier Reef coral, are being displayed on the baggage belt as if… More.


JWT wins Belastingdient

Finally UbachsWisbrun/JWT seems to have taken the big turn. Through Adformatie we learned that the agency has won the prestigious Belastingdienst (National Tax Collectors Office); a several-million-account. DDB, Publicis,  Roorda and Imagine were also involved in the pitch. Through the grapevine we learned that at… More.


Domino’s delivers (to) front door

This guerilla ad for Domino’s, doesn’t need much explanation, except maybe that ad agency Indie wanted to explain to the consumer that you don’t need to be at home to order Domino’s; your front door (complete with door bell) can be wherever you want it… More.


Ben & Jerry’s and Indie; a fun couple

Who wouldn’t want to make advertising for Ben & Jerry’s ice cream! A delicious product, a fun corporate identity (using slogans like “if it’s not fun, why do it”) and sexy mission statement that uses terms like ‘sustainability’, ‘prosperity’ and ‘quality of life’. Inspiration enough… More.


Grand Prix for Tribal DDB

This weekend ‘Carousel’ for Philips, made by Tribal DDB, won a Film Grand Prix in Cannes! Last week the online case was already awarded with a silver Cyber Lion. According to film jury member Richard Bullock (180 Amsterdam) the jury was unanimous and quick to… More.


I want Bolletje!

‘Ik wil Bolletje!’ (I want Bolletje) is what this lady is thinking while struggling to get into the building. Simple and funny at the same time, that’s what these 10 second commercials are. Also check this one. And this one shows what happens when you finally give… More.


Indie rock ‘n roll for S-W-H

Agency of the year 2007, S-W-H, changed its name into Indie. Makes sense; we never really understood why so many agencies in an industry that calls itself ‘creative’, weren’t able to come up with a better name than simply the first letters of the founders.… More.


The new age of storytelling

Last Thursday Boards Magazine organized their first European creative ‘workshop’ in Amsterdam. The theme of the day was ‘The New Age of Storytelling’. Alex Melvin (founder of 180 Amsterdam) and Mark Aink (general manager of S-W-H) co-hosted the day and invited an interesting mix of… More.


Bolletje gives away ‘crunchy’ breakfast

When the online bank Icesave was offering sky high interest rates last year, the ‘economical’ Dutch en masse moved their virtual savings to the Icelandic bank. But when the credit crunch made the bank fall over, they were left empty handed – that is, almost,… More.


Man hungry…ding dong…pizza

This commercial about ‘Great achievements by men’ for Domino’s was made by S-W-H. With its American voice-over, masculine message and catchy pay-off, you wouldn’t guess it’s from Amsterdam. Earlier work by S-W-H was also inspired by Domino’s’ American roots. Take for example this ‘we are… More.


Wünsch leaves S-W-H

Erik Wünsch, the founding father and Managing Director of S-W-H (Schaeffer-Wünsch-Has), is leaving his agency. Eleven years after having founded S-W-H Wünsch (47) wants to explore “new creative roads”. These roads might go cross-border, since in todays Adformatie Wünsch explains that he wouldn’t want to work… More.