When you look at it like this, Holland is not so much different from Brazil. This commercial is the first World Cup tie-in that actually made us smile. The premium, the ‘HolánDress’, was invented 4 years ago by Selmore for the World Cup in South Africa. Back then the ‘DutchDress’ proved a killer premium, confirming the premium image Bavaria was seeking, and turning women into Bavaria lovers overnight. On top of that, it converted the female consumer into a guerrilla marketing tool – Bavaria was not a official sponsor, but had a strong physical presence around the World Cup. So why change this winning team, Bavaria and Selmore must have thought. The dress is almost the same; this time it has a “Brazil binnenkant” (lining). And you can find it “nu in supermercado!” – probably with a crate of Bavaria. Directed by Jelmar Hufen (Comrad) and shot by Mick van Rossum – lucky bastards. Post production by Storm, sound by FC Walvisch, and music by Amp.Amsterdam.
Chocolate sprinkles (‘hagelslag’) are quite uniquely Dutch. But if you support this crazy Kickstarter, we’ll have Bacon Hagelslag soon. “If you don’t like the sweet, choose the meat,” is how Natwerk advertises it. It is not the agency’s first silly Kickstarter project. Last year it tried to introduce the UpperCut. This project seems more doable though; it already raised €4,775 out of the required €6K. We hope this post will give the project the final push towards completion.
UPDATE: They’ve made it (19 May).
After having introduced a new lambrusco, Natwerk again is doing something off the beaten advertising track. This time they participate in a program, called Werk aan de winkel (‘Work to do’). The program revitalises small businesses that are having a hard time surviving in this fast changing world. The program, presented by Frank de Ruwe (partner and ECD at Natwerk) and Olcay Gulsen (Supertrash), helps them to present and advertise their shops in new, more distinctive and effective ways. Natwerk is responsible for the strategies, concepts and execution. April 10th the first episode will be broadcasted on BNN.
Seeing Natwerk‘s Frank de Ruwe, Lard Breebaart and 400 kilos of “stunt grapes” in a Fiat 500, jumping though a burning hoop, got us easily excited for the introduction of this spring’s it-drink: a Lambrusco by the name of Letsgo Brusco. After the success of Bello Limencello, Brusco is Natwerk’s newest alcoholic endeavor. The duo set out to reinvent the Northern Italian drink and improve its image from the cheapest and sweetest alcoholic beverage we could lay our hands on in our teens, to a modern, sophisticated alternative to the characterless rose. Last Thursday it was time for a lucky few to taste the result during the launch party set in a very chic location in “the golden bend” on the Herengracht.
This time KesselsKramer didn’t make the world’s shortest commercial or smallest commercial, but the world’s longest teaser. Opel Mantra (no typo) is the first solo album by Awanto3, to be launched on April 4th at Trouw. The teaser, starring Awanto3 himself, shows the mantra of the Opel Manta; it won’t start. The trailer started on February 25th and will run for 38 days – until the launch. An interesting way to draw attention, but we hope the album is more exciting than this teaser.
The way Frank de Ruwe (on the right in the preview) and Lard Breebaart, partners at Natwerk, reintroduce this forgotten drink makes us instantly thirsty. And it shows why we think Natwerk is the coolest agency in town; they turn an old fashioned wine – known for being tasteless, both literally and figuratively – into a completely new, modern product. And for the largest part; just for the fun of it. We have to wait for next week’s launch party to taste it, but we love it already!
Just like beards, nazi hair cuts, and tight jeans, knitted sweaters are back. This Big Mac sweater, created by Pera & Pasha, fits the trend. Last week the sweater was awarded to the person that could best describe why he or she deserved it. The winner said McDonald(‘s) is an anagram of Damn Cold. We preferred; “I am going to China and don’t know how to order a Big Mac.” The activation supported the ‘Warm Sweater Day,’ an initiative by Klimaatverbond Nederland and Greenchoice. Not your typical McDonald’s advertising. Maybe that’s why we kinda like it. Created by DDB & Tribal.
We love this – a worthy piece for this blog to end 2013. KesselsKramer helped The Standard Hotel to make their 2014 calendar. To show the hotel is always aiming for perfection, it took the feedback from its guests as input for the yearly calendar. But, as the hotel likes to things with twist, it used the most absurd notes dropped into the suggestion box as inspiration. The Jesus standing on water, for example, was re-enacted from this note: “Thank you for providing a refuge to recover from the harsh world of Los Angeles and its dog-eat-dog media business… I have been reborn a better man.” The photos were taken by French photographer Thomas Mailaender, on location, in the hotels.
Last year JWT presented us “The greatest smallest fires,” this year DDB & Tribal creates the Concept Briquette. The agency about the briquette: “A nice way to reflect on the year that’s been and to enjoy the warmth of a year’s hard work these holidays.” Doesn’t come across as very environmentally friendly, but we can imagine it’s a good way to burn a year’s worth of frustration caused by rejected ideas.