That is, this news is good news for Luuk van de Put and Jurre van de Ven (Alfred), since they won the Creative Press Challenge (click image for full version). The idea behind the challenge was to show that bad ideas can’t hide in print – and vice versa – and the briefing was to make an ad for Free Press Unlimited – an organization that supports journalists in countries where there’s hardly any press freedom and thus no access to reliable information. The jury, consisting of Leon Willems (CEO Free Press Unlimited), Chris Buur (chef ‘V’ de Volkskrant), André Matarazzo (ECD Sid Lee), Alvaro Sotomayor (CD W+K) and David Snellenberg (Copywriter Dawn) chose this winner from 50 entries – all presented as a sketch to the jury. During yesterday’s Cannes Lions Show (24 hours of advertising) this one was revealed as the winner. The print ad will be featured in de Volkskrant and entered into the Cannes Lions competition. Some quotes from the jury report: “The saying ‘no news is good news’ is turned around smartly and it makes the core mission of Free Press Unlimited tangible in an outstanding way.” (Willems) “There’s something terribly catchy in this tiny variation of a well-known saying, and these five words are a spot on description of what gives Free Press Unlimited its urgency.” (Buur) “Arresting visually, stopping at an almost empty page in a crowded newspaper.” (Matarazzo) “The winner is, as always, the simplest idea. The stopping power is key.” (Snellenberg) The other participants who made the top 5 were: Huub Haarhuis and Matthijs Vrooijink (Havas Worldwide), Wesley Visseren and Vincent Beijersbergen (Etcetera), Kai Nobbe and Rick van de Ven (Red Urban) and sharing the 5th place Joost van der Schoot, Marten Meijboom (The Oddshop), Bas Derks and Rob Voortman (Ogilvy). Congrats to all.
In the first ad Wieden+Kennedy made for Amsterdam based Booking.com, it was already clear that this travelsite had the ambition to position itself away from the competition – though we were still looking at palm trees and a turquoise see. With these fantastic Halloween print ads (and commercial) it becomes crystal clear that W+K has educated the accommodation broker into advertising that goes beyond travel clichés. While there are so many agencies that can hire someone to make this kind of craft, the most difficult part is convincing your client that it can actually do something for you to say that your hotels are haunted (!). The beautiful posters were created by Akiko Stehrenberger, a movie poster designer who does everything herself “from concept to photo compositing, illustrating, and type layout.” Here you can see all the ‘haunted’ posters - together with some info about the hotels. The commercial was directed by Wieden’s own ECD, Mark Bernarth, shot by Maxime Alexandre, produced by Concrete Films, and post produced by MPC Amsterdam. The sound was done by Raja Sehgal from Grand Central.
Speaking of craft! This commercial, showing the translation from movement into (limited edition) print art, was made through building real installations powered by athletes, such as football players Burak Yılmaz and Didier Drogba, runner Gamze Bulut, and basketball players Engin Atsür and Birsel Vardalı. It was created by Wieden+Kennedy Amsterdam for Nike Turkey together with Director James Frost – who we know from the wonderful work he did with the band OK Go. As you can imagine, “quite a full on shoot,” as Wieden’s head of production Erik Verheijen put it. Here, on Co.Create, you can read more about the making of. Directed by James Frost (Honeybadger), shot by Frederik Bäckar, and post produced by Glassworks Amsterdam.
After having proudly claimed to be the “worst hotel in the world” for years, the Hans Brinker Budget Hotel has decided to move up in the world; it has executed a series of upgrades. The hotel keeps customer service satisfaction in mind with its sweet wrappers on pillows, fancy “Out of order” signs, and the ever-so-helpful fold in the toilet paper. The hotel has even added some luxurious suites – using wallpaper. With all these upgrades the hotel strives to compete with the best of the best, such as the five star Hotel L’Europe and London’s Savoy. Nice, to finally see some good work for Hans Brinker again – as usual by KesselsKramer.
“Big News. Now in the Happy Meal: The Smurfs.” Small idea, big execution – on Leidseplein. Nice. By Tribal DDB.
We had to chew on this one before we finally got it. Our first thought was; Fox is an American TV channel that wants to introduce itself to the Dutch audience. But the header says: “Welcome to Dutchland.” Mmm. This must mean the channel wants to introduce these American TV and film icons to Holland. Or ‘Dutchland’ as they call it at Fox – which actually doesn’t surprise us after knowing how Bill O’Reilly looks at Amsterdam. So it all seems the wrong way around. Nevertheless; the images do have stopping power – in our case, even for a few minutes! And, if you didn’t know this, the guy drinking a beer with ‘Scream’ is Holland’s most famous criminal lawyer Bram Moszkowicz, who is known for becoming a little too friendly with his clients – which is one of the reasons why he was banned from his profession quite recently. Created by Anomaly.
This ad was conceived by Amsterdam based (Korean) agency Cheel - in the rest of the world called Cheil, meaning ‘horny’ in Dutch, which sounds better than ‘yellow’ in our opinion. For client Urgenda, an organisation that wants to make the Netherlands more sustainable, Cheel created this print ad showing a girl dancing (or posing?) in her cheapo “party dress” in front of a collapsed sewing factory in Bangladesh – which happened last April – accompanied by the perfect copy “Don’t make others pay the price.” The contrast and painful insight have quite an amount of stopping power. Makes you think twice when you buy a dirt cheap piece of clothing.
Wow, we couldn’t have said it better. And that’s not just because we’re de Volkskrant’s (one of the leading newspapers in the Netherlands) mediapartner in this Creative Press Challenge. No, it’s because we fully concur with the fact that today “small ideas are blown up by big techniques and mediocre ideas carried by case movies.” So “bad ideas can’t hide in print” is a beaut of an insight. The Creative Press Challenge is an initiative by Thijs Biersteker – ex Wieden, today freelance creative – who a while ago was part of the jury of a newspaper print contest and fell in love again with the pureness of print. As partner of de Volkskrant in this Challenge, we’ll be interviewing Editor-in-chief of de Volkskrant Philippe Remarque later this summer about the state of print, in relation to advertising. And, of course, we’ll be also showcasing the eventual winner in September – without any hipster tunes, of course. The contest is invite only. First of all to make it a bit exclusive. Secondly, because the idea should be good enough to make a chance to win a Lion in Cannes – the winner will be submitted to the festival. The briefing, for that matter, is not yet released, but will be written for a charity; Free Press Unlimited – an organization that supports reliable news in countries where there’s not much press freedom. The jury will consist of Creative Directors from some of the best Amsterdam ad agencies. Finally, de Volkskrant is responsible for the professional execution, which means the concepts will be submitted and judged as sketches. Speaking of going back to the core. This promotional film, by the way, also shows that great ideas can always distinguish themselves – in any form. Not just because of the wonderful copy (Pieter van den Heuvel), but also for the craftsmanship that was put in the installation and the subtle incorporation of digital. Biersteker himself was responsible for the concept. The film was directed by Corriette Schoenaerts and shot by Hessel Waalewijn. SFX by SuperHeroes and grading by Glassworks. Sound by Amp.Amsterdam.
The Irish post office, An Post, has just launched a special stamp that features a complete short story. The stamp, by Amsterdam-based (and Irish) The Stone Twins, celebrates the recognition of Dublin as a UNESCO City of Literature. The Twins about this project: “We wanted to avoid the usual visual clichés, such as images or quotes from the giants of Irish literature, such as Joyce, Beckett, Yeats, and Wilde. Instead we instigated a competition, in collaboration with Roddy Doyle’s ‘Fighting Words’ creative writing centre, inviting young people to write a story that captured the essence of Dublin.” The winning entry – image – was by teenager Eoin Moore. To give the stamp some distinctive power, the story was printed on fluorescent yellow. Very nice.
Last week PSV and AZ played the final of the Amstel cup (the Dutch equivalent of the English FA cup) and Havas created this topical newspaper ad for PSV’s sponsor Freo, to get the fans all psyched up. The Amsterdam agency created a victory tattoo from real newspaper ink. With a bit of water and 2 minutes of patience it could fairly easily be transferred to your arm. Unfortunately it didn’t help PSV, but at least the ad in Eindhoven’s Dagblad was a winner.