New Message

New Message was founded by Hugo Rütter on January, first 2000. And as the name suggests the agency positions itself as non traditional. And that’s not just a name; the agency often comes up with truly refreshing ideas. New Message specializes in guerrilla advertising, is medium sized and has a no nonsense mentality. In our opinion their best work was made for the TV program The Phone – it won a Silver ADCN award and Bronze Lion in Cannes in 2009. And we also love this typical New Message (guerrilla) ad for the Tarantino movie Death Proof.

Recent posts about New Message

Redirect Cebu

Terre des Hommes wants to help the child prostitutes in Cebu, Philippines. With the insight that most of them don’t know where to find help to get out of their miserable situation, New Message created a bridge between on and offline, by creating a website (built by 9Yards) that allows the crowd to place physical arrows… More.

Review

Analogue iPad

In one shot: Arthur Mebius is a modern photographer who hasn’t lost the craftsmanship of an analogue photographer. We’re not sure whether a ‘portfolio iPad’ means he saved his portfolio in the iPad dimensions or whether he actually distributes free iPads with his portfolio on it. In the latter case he must be doing well, cause… More.

Review

MVA Makelaars sell hard

This one is a classic – that is, we’ve seen it before in different settings. But still, it taps in nicely into that funny Dutch tradition of the grey bearded bishop, riding his white horse on the roof tops to have his helpers – the black Piets – throw presents through the chimneys. This weekend… More.

Review

In the land of the blind, Johnny Loco is king

In the past 5 years the Dutch bicycle scene has undergone a small revolution. Where a bicycle used to simply be a means of transportation, today it is a fashion item. Especially the fixed gear bicycle (or ‘fixie’) is beyond hip (Vans, tattoos, Chrome courier bag, rolled up trousers, funny hairdo, etc.). Ironically, the fixie… More.

Review

Budget advertising

The cheapest tickets, that’s all that matters. Budget Air makes its outdoor posters as small as possible to be able to offer the cheapest tickets – which makes the Mupi lightning visible. We ourselves never use Budget Air, since they never end high enough in our Google search, so maybe next time they should spend… More.

Review

Trojan-horsevertising for Shield Security

New Message came up with this idea – hidden letters, visibale on an airport scanner in a briefcase – to help Shield Security find new security employees at Schiphol; “Wanted: experienced security personnel”. Quite an expensive way of advertising it seems; every single message will cost Shield Security a flight ticket. But since the conversion… More.

Review

Budget Air uses passengers to spread the word

This t-shirt says “Haha, I am flying for 51 Euro to Barcelona”. And on the back: “And back again”. As you might know by now, we love uncomplicated advertising that communicates a clear message. And that is exactly what this guerilla campaign by New Message does. Budget Air simply distributed these t-shirts among  its customers… More.

Review

MVA organizes house crawl

The Makelaarsvereniging Amsterdam, MVA (professional body of real estate agents), is organizing a house crawl – obviously inspired by the pub crawl. Especially for young urban professionals a busy job is hard to combine with the hunt for a new house. Thanks to this house crawl, invented by New Message, it is possible to see… More.

Review

Suits Supply suits gays

The Amsterdam Gay Pride is on its way (last weekend of July), so ‘gayvertising’ pops up everywhere. Last week we learned that the Dutch Tourist Board launched a campaign in the US with the slogan ‘Everyone’s gay in Amsterdam’. We hope the Americans will understand the pun, otherwise the amount of visitors might drop dramatically…… More.

Review

NY Festivals; what’s all the fuss about…

With this fantastic idea about global warming for MTV Switch, Ogilvy won a golden Outdoor award at the New York Festivals. Last week we were slightly disappointed with the meagre Amsterdam-score in Cannes (except of course for the wonderful Grand Prix by Tribal DDB); we only won a few silver and two handfuls of bronze… More.

Review