N=5

N=5 is the biggest independent agency in the Netherlands. Since 1999 its founders Romke Oortwijn, Peter Hebbing, Marc Oosterhout and Ole Christern created a quintessentially no-nonsense working culture. The agency’s work – predominantly Dutch – is known for its high strategic and creative quality and distinctive style. N=5 services clients like KPN, NS, Telfort, Rijksoverheid (Dutch government), LOI, Alzheimer Netherlands and Sunweb.

Recent posts about N=5

In the pocket plus

Last week the new iPhone was introduced in the Netherlands. Since there’s not much to say about the iPhone 6, except that it now finally has the same size as the Samsung Galaxy, we were quite surprised that people were still waiting in line. Anyway, since the iPhone 6+ can almost shake hands with the mini iPad, mobile… More.

Review

How to ban cycle-apping?

A typical Dutch problem; many children (and adults, if we may include ourselves) use WhatsApp on their bicycle. As you can imagine this causes many accidents – in one out of 5 accidents, involving children, a smartphone was used. Since in the Netherlands cyclists are legally very well protected in traffic the government wants to… More.

Review

Janssen Brothers United

Bas and Koen Janssen at work at N=5. Last week ‘The Janssen Brothers’ graduated at the Willem de Kooning Academy in Rotterdam with a project called “Janssen Brothers United.” A typical advertising idea (we mean this in a very positive way!). Not a corporate one though, but one that is made for the love of creation. The… More.

Review

Teun’s ‘epic’ 400 train station selfies

In the best case advertising copies art, somebody once wrote on this blog. This ad is not exactly copying art, but it is a good example of how advertising sometimes smartly adopts cultural phenomenons (or memes, if you like). This one, for example, is borrowing the idea of the 3 Year Epic Selfie, which of course… More.

Review

Where are you going today?

The Dutch Railways (NS) probably has the worst brand reputation in the Netherlands. The most important reason is that their trains can’t stand bad weather and their fast trains can’t handle speed – typically they recently changed “NS Hispeed” into “NS International.” Even in commercials by other brands the NS is being mocked. And that’s… More.

Review

Feeling Good

KPN, the Dutch former national telco provider, last year chose its new agency N=5 after a lengthy agency orientation/pitch process. Before that KPN worked with TBWA since 2006 – in that year launching the theme “Let’s connect” (‘Sluit je aan’). This new campaign launched on Monday is to both introduce the new brand theme “Voel… More.

Review

ADCN becomes more accessible

Sweetie, the CG girl created by Lemz to track down “online pedophiles,” wins three ADCN nominations.    Yesterday, at the ADCN clubhouse, the light bulb (or ‘lamp’ in Dutch) nominations were announced. The big winners were DDB & Tribal with 35 nominations, TBWA with 29, and N=5 with 22 nominations. Especially for N=5 this is… More.

News

Heavy labour discount

  Mercedes Vitos are built for hard working men – yes, we’re sorry, you never see women drive a Mercedes Vito. According to Mercedes, especially the hardest working men deserve a discount. Hence this activation – “Heavy Labour Discount” – that determines your discount after having scanned your hand through your webcam. The more calluses,… More.

Review

Very smart

We don’t come across commercials very often that we find really funny – read: use our kind of humour. But here is one. To support the pay-off that “Holland is getting smarter and smarter” (LOI offers educations in all kinds of fields) the trainee assumes the finance, legal, and technical roles within his company –… More.

Review

Don’t play this in your car

This game links your mobile to your desktop and makes you experience what it’s like to Tweet, chat, and Like while driving. Sounds like a convincing concept. It was created by N=5 (concept and commercial) and Media Monks (game and sound) for the Ministry of Infrastructure and Environmental affairs. But don’t play this in your… More.

Review

Burgernet

Even if you don’t speak a word of Dutch, you get the picture in this beautiful commercial for Burgernet (‘civic-net’). When you submit your mobile number to this government service, you get an alert when there’s someone or something that requires attention in your neighborhood. Created by N=5, directed by Lernert & Sander.

Review

N=5 wins Dutch Railways

N=5 has beaten both DDB (NS’ previous agency) and TBWA\Neboko in winning the Dutch Railways (NS) account – earlier Publicis, FHV BBDO, and JWT left the train. What was dubbed the ‘pitch of the summer’ has thus come to an end after 3 months of pitching. According to the NS they were fully satisfied with DDB’s… More.

News

Nature speaking out

“For nature it’s vital that we switch to clean motors. That’s why we introduced the Euro 6 motor for trucks. Who could better persuade you to switch than nature itself?” O.k. we instantly get the picture and like the idea of having nature create a poster. But when the creatives realized this idea couldn’t be… More.

Review

Die Frauschaft

We’re getting a bit tired of all the European Championship tie-ins. Especially because 90% of it is crap. This one – that might have been inspired by Bavaria’s ad property, the Dutch dress that was introduced 2 years ago – made us smile though. Mercedes Benz comes with a “charme offensief,” because they realize that… More.

Review

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 the year Domino’s Pizza Pepperoni by Indie won one Golden… More.

News

Repellent garlic sauce

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… More.

Ad of the Month

Last minute billboard

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.

Ad of the Month

Checking in at the bottom of Maas river

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… More.

Review

Nike’s Write The Future (W+K) wins big at ADCN Awards

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). MassiveMusic also won an award for the music in this commercial. Overall, TBWA\Neboko won most awards, taking home 2… More.

Review

Holland is getting smarter – thanks to LOI

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… More.

Review

Eurobest: Two Grand Prix for W+K and A’dam WW

Amsterdam won two Grand Prix in Film and Design at Eurobest in Hamburg, last Wednesday. Wieden+Kennedy was awarded the prestigious award for its epic Nike ‘Write the future’ commercial – alledgedly the most expensive commercial ever made. And for the same film it won bronze in Film Craft. Amsterdam Worldwide earned a Grand Prix in… More.

Review

4 Film (Craft) Lions

On Saturday the last Cannes Lions were awarded to Amsterdam agencies in the categories Film and Film Craft. Silver went to the intelligent commercials made by TBWA\Neboko for IDFA – international documentary festival Amsterdam. Though we liked the previous concept a little better, the one showed in this post brings the message ‘You can’t make… More.

Review

Esprix awards; changing consumers’ behaviour

Last week the Esprix awards were divided between the Dutch campaigns that were most persuasive in changing the consumer’s behaviour. Originally the Esprix was a direct marketing and sales promotion award, but since these terms sounds old school nowadays, the institute changed its proposition – already a few times in the past years. In any… More.

Review

SAN awards: N=5 ‘Agency of the year’

This commercial by Amsterdam agency N=5 for LOI – a commercial education institute – was awarded a Dutch ‘SAN Accent’ last week. The SAN Awards is the only award festival organized by advertisers. With the pay-off “Holland gets smarter and smarter”, the commercial tells the story of a family visiting an Italian restaurant. The waiters… More.

Review

Creative Lounge: the big idea in digital

We were invited by the VEA (Association of Ad Agencies) to attend the second edition of Creative Lounge on Monday in Pakhuis de Zwijger. The night was hosted by Jelani Isaacs (Brenninkmeijer and Isaacs) and Claire Finn (U-Turn). Guests of the evening were Matthew Atkatz (Riot, digital arm 180), Romke Oortwijn (N=5), Raphael Mazoyer (Asics)… More.

Event

Marketing Tribune: Dutch ad agency survey

Marketing Tribune just published its yearly Dutch ad agency survey,  conducted by Intormart GFK. And because 180 Amsterdam scored so well, co-founder Chris Mendola (right) and Andy Fackrell were asked a few questions about the success of their agency. The results of the survey came from 865 advertisers, who answered questions about the awareness, preference… More.

News

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 JWT the champagne has been flowing abundantly. In the last… More.

News

Cyber mafia into social networking

Kong Amsterdam, the digital agency of N=5, built a very smart feature with Hyves (= Dutch Facebook) for the Dutch Ministry of Justice, called Stanislav. A video, with strong James Bond-like execution (the Eastern Europeans play  the bad guys), warns in quite a convincing way to be prudent about sharing your personal information online. When… More.

Review

N=5; O’Kennedy; Cayenne

Telfort this week announced N=5 will be its new agency after having pitched the account between Etcetera, Selmore and N=5. The telco worked with Etcetera since 2005, but wanted to change its positioning – at AAB we don’t know what the positioning was, so maybe a wise decision. Taxi Europe will do the ‘below the line’… More.

News

Amsterdam Worldwide; JWT; Rich

Amsterdam Worldwide was asked last month to introduce the beer brand Hoegaarden (Anheuser-Busch) internationally. The agency is doing well. Recently it also won the Asics EMEA and Russia account – it already works for the Asics brand Onitsuka Tiger. Vodafone Netherlands last week announced it is looking for a new agency. Its current agency, UbachsWisbrun/JWT,… More.

News