Amsterdam Ad Blog

Tag Archive: 328 Stories

Christel Hofstee ends 328 Stories

November 13, 2012, AAB

After 18 years of having led production agency 328 Stories – and before that Christel Palace – Christel Hofstee is going freelance. This news surprised us a little, since it was only 2 years ago when Hofstee’s production agency Christel Palace changed into 328 Stories, taking Neil Henry on board as partner. When asked why Hofstee leaves her agency behind, she told us she decided this summer she wanted to work leaner and meaner to not have to worry about a back office and all the other costs that make producing more expensive than it should. The idea to work more efficiently was partly inspired by the current economy. Neil Henry, who came from Wieden+Kennedy when he joined Hofstee, has been working freelance for 72andSunny since the beginning of this year. Hofstee herself will continue with directors Bill Tanaka and Bianca Pilet on a freelance basis.

Johan Kramer joins 100% Halal

November 12, 2012, AAB

As a true film junkie Johan Kramer’s press release that he is joining production agency 100% Halal – after having been represented by 328 Stories – comes in the form of a short film with a man counting down from 328 till 100. The film is dipped in Kramer’s signature style; an awkward, foreigen scene, with dated look. Half a year ago Kramer talked with the three partners at 100% Halal and felt the same kind of  enthusiasm he did when he once founded KesselsKramer. Kramer: “I want to surround myself with people that have the urge to make innovative work. Apart from that I want to spend more time with photography and 100% Halal can help me with that.” Roel Oude Nijhuis, partner at 100% Halal, commenting on Kramer’s film on Facebook: “I’m very excited and proud to welcome legendary director Johan Kramer to the 100% Halal family.

The very small office of Johan Kramer

April 2, 2012, AAB

There’s a new agency in town. And by the looks of its promotional ‘flyer’ we already dare to call it one of the most creative agencies in town. Not just because it was founded by multi-talent Johan Kramer – co-founder of KesselsKramer – but more so because this flyer (or actually oversized newspaper) is the richest and most creative agency content we’ve come across for a while. It introduces the very small office of Johan Kramer, which is very small because it lives in a shoebox. The reason is that Kramer only wants to do a few projects a year and because growth inside the head is more important than a big office. In other words, there should be plenty of room for “long holidays, to disconnect.” What’s more, Johan loves his work, but his “private life is even more important”. That sounds refreshing already. And though tiny, Johan’s office is very open and loves to collaborate. The leaflet is the message; it shows pictures of all the people from around the world with whom Kramer has worked and the places that are important to him – all posing with his shoebox office. The actual creation of the office and the leaflet is also a collaboration. With Damian Poulain who designed the office. With Studio theGirls™ that gets to show off its kaleidoscopic feel for art direction and lust for life. And also with Andreas Pasvantis – often working with Kramer and also represented by 328 Stories – who directed a new ‘Hello my name is NOT Johan Kramer’ film in which Dzelme from Riga explains why the website for Johan Kramer (personally) will not be built anymore – it follows up the Uncle Bob’s film created in 2010. When you see these films, you understand why Kramer has kept his agency website so simple; the site shows the shoebox with a link to Kramer’s Vimeo channel and an email address. And that’s all you need, really, in today’s world. We wish Kramer all the best – though we’re sure he won’t need our wishes to do great.

Through the eye of a football

March 7, 2012, AAB

When we first saw this commercial for the ‘Meer Dan Voetbal’ foundation (bonding society through football), we thought ‘this has already been done’, but after a brief discussion we realized we mixed it up with this Nike “Take it to the next level” commercial. Speaking of taking things to the next level; the view from the ball (with a camera inside the ball) makes the footage even more dynamic. After Dutch ex international Giovanni van Bronckhorst (it probably helps to use a celeb) kicks off, the ball is passed on and the voice over speaks from the ball’s perspective, saying things like “I am the reason that people go outside”, “I give children their excercise”, “create friendships”, etc. The film ends with “a ball can accomplish a lot”. True that. Created by THEY and directed by Bill Tanaka (328 Stories).

New feature on AAB; Inspiration

February 3, 2012, AAB

After having introduced our new columnists last week, this week we’re introducing a new item called ‘Inspiration’; Amsterdam creatives sharing their inspiration on a weekly basis. In order of future appearance we found the following posse willing to show us what they like, what fascinates them, or what they admire on a regular basis: Jennette Snape, art director at Dolly Rogers; Jarr Geerligs, art director at Selmore; Joep Beving, creative at MassiveMusic; Rick de Zwart, designer at Meneer de Zwart (and responsible for AAB’s visual identity); David Snellenberg, copywriter at Dawn; Johan Kramer, director at 328 Stories; Martin Pyper, designer at MeStudio; Reuben Alexander, creative at Buutvrij for Life; and Christian Borstlap, art director at Part of a Bigger Plan. Of course these people do more than just what their often somewhat rigitd title suggests (in art, music, photography, etc.) but you can read about that on their profile page, once they’ve posted their first contribution. Today Jennette Snape kicks off with an art piece she created herself. The title is “Inspiration lies in the eye of the beholder”; a nice kick off for this new genre, since it philosophies on what inspiration really is.

Cheap Champagne

January 3, 2012, AAB

Happy New Year to you all. To stay in the right mood, we present to you this film about Champagne. A nice slow motion of a bottle of Champagne being uncorked – in reverse. Not the most original idea ever, but pleasant to watch with Vivaldi in the background and likely to make the viewer thirsty. What makes less sense is that the film was made for Lidl, known as one of the cheaper supermarket chains – and recently in the news again for treating its personnel like rubbish, for that matter. Promoting a cheap Champagne (with ditto label and price) for a cheap supermarket in a relatively stylish way feels like a contradiction. But that’s the whole idea – recently we also saw Zeeman being promoted on the catwalk. The film is part of a more integrated campaign with a print ad featuring a Dutch chef, Ramon Beuk, promoting the Champagne in Dutch glossy Linda; “The best tasting Champagne for an incredibly low price. Where to get it?!” With a QR code in the Linda readers were directed to a dedicated page showing the film and revealing the source (see case film here). The concept was created by THEY – who launched their own Champagne brand Zarb a few years ago – and the Champagne film was directed by Bill Tanaka (328 Stories).

Vodafone’s Grand Prix in tiny Roggel

December 7, 2011, AAB

Recently Achtung! created quite an unusual campaign to communicate Vodafone’s fiber internet; in the small town of Roggel (Limburg) a real race track was laid out around the center, where celebrity Jenson Button raced his Formula 1 car against the locals – who were racing in a simulator. The entire town was involved and a documentary was made of the event. The event was to bring Vodafone and its proposition (high speed internet) as close as possible to the user. To learn more about the story behind this campaign we asked Dick Buschman, MD and Head of Strategy of Achtung!, a few questions. More…

Ideas United
Amsterdam Ad Blog

November 15, 2011, AAB

TEDxAmsterdam has a special ethos; ‘Ideas worth doing’ – instead of ‘Ideas worth spreading’. It inspired We Are Pi to create this living brain – using the pay-off ‘Ideas United’ – together with choreographer Ernst Meisner, the National Ballet and Nova Dance College. The striking version of the Hokey Cokey was performed by Rutger Hauer together with Pigeon Horse Sex Tennis, the band from We Are Pi creatives Rick Chant and Barney Hobson. So that’s what you get when ideas get united; what a beaut of a film! Here’s the poster distilled from the film and the making of. The film was directed by Bill Tanaka (328 Stories) and Dance2Film.


October 21, 2011, AAB

This is not what you’d expect from a museum. But when you hire The Stone Twins you often get what you don’t expect. The film, directed by Bill Tanaka, promotes the ‘Underground’ exhibition at the Zeeuws Museum, an exhibition on illegal treasure hunting – “an activity that often culminates in a harvest of priceless artifacts”, according to the Twins. The exhibition consists of empty vitrines with captions representing the items ‘lost’ to the public and science, as they are in the private collections of these diggers. The exhibition is also supported by a mini documentary (i.e. interviews) that features the ‘criminals’ – they received alias’s of nocturnal creatures (Mole, Wombat, Fox, etc.). It’s doesn’t seem a coincidence that the commercial was produced by 328 Stories, if you compare it with December – also from 328 Stories.

Grand Prix of Roggel

September 13, 2011, AAB

Roggel is a rustic town with only 4100 inhabitants. And this short film, directed by Andreas Pasvantis (328 Stories), wonders whether they are ready for Vodafone’s speed. Normally, you would relate this question to the speed of Vodafone’s network, but when you ask Achtung! to come up with something entertaining, you end up measuring the speed of a race car. Why? First of all, because Vodafone sponsors the McLaren team and secondly because the speed of a race car is easier to comprehend for the average consumer than the speed of a mobile network – we’d guess. So they asked Jens Button to battle against the fastest person of Roggel. A race car versus a race simulator. And to find the fastest person of Roggel, Achtung! set up some small competitions with a very local feel to subtly illustrate how Vodafone’s speed can even be experienced in the country. The Grand Prix of Roggel was ‘aired’ yesterday on RTL’s Grand Prix microsite, which today heralds “Jens Button beaten in the Grand Prix of Roggel”. You can say about it what you like, but original it is.