Would you blindly trade your car for the newest model Porsche? A no-brainer, right? Well, apparently not, cause together with Achtung! Porsche turned it into a digital activation. Through a dedicated page you can submit your car to be traded in for the newest Porsche, without actually having seen it. That is, at first you don’t see it at all, and then slowly but surely all the details are revealed. Those of you who doubt the design skills of Porsche and still aren’t sure about the fairness of the trade, the auto manufacturer has built in a catch; the longer you wait, the less chance of winning. So, don’t wait too long. Oh, and yes, not unimportantly, the value of your trade-in and your motivation also count. Site built by Random and 3D by Renascent.
Tag Archive: Achtung!
How hungry the Dutch advertising youngsters are for knowledge, became clear when the first ‘RA*W Agency session’ of 2014 was sold out in 2 minutes. 174 people signed up via Facebook for the event that took place last Wednesday at Achtung!’s headquarters. Due to limited space only 40 could attend – though luck for the 60 hopefuls on the waiting list. The session was themed ‘Get Shit Done’ and hosted by Achtung! Vanilla Ice said it first, but Dick Buschman happily quoted him yesterday; “Stop, collaborate and listen.” Then he explained Achtung!’s way of working; (Eins) get t-shaped people who (Zwei) collaborate and (Drei) co-create. No egos, no small offices, no monopoly on creativity by creatives, just one (big) happy family that tackle projects together with the client. An approach that works well when you have 25 people on the payroll, not when you have 125. That’s why Achtung! is not interested in growing bigger, the agency only wants to grow in quality. To experience Achtung!’s process creative collaboration in a nutshell Buschman gave the workshop participants Lego. In teams of 8 they had to build a car in 20 minutes. They also needed to come up with a way to sell it to the target group; 25-year-old females. To facilitate the creative process they were provided with Breezers. The winning project was the VOUTO – a foldable car that fits into a bike-parking garage. More photos here.
There is a new brand in town; Dutch Digital Design, celebrating the best digital design, not just from agencies, but also aesthetic and innovative designs by start-ups and independent creatives. The brand is an initiative by Bert Hagendoorn, who works as independent consultant for many digital (and non-digital) agencies. The brand will kick-off in collaboration with Adformatie’s (paper) magazine Creatie. Together with a wide range of reputed digital agencies Hagendoorn, Nils Adriaans and Astrid Prummel (both Adfo Group) will dedicate the next edition of Creatie to digital design. Subsequently, in May there will be an event in Pakhuis de Zwijger, themed Made in Holland. This offline get together will be a two-yearly event organised by Bert Hagendoorn, Jort Schutte en Daniel Sytsma (Achtung!), Wouter Boon (Boon Strategy), and Owen van Dijk (Sid Lee). Amsterdam Ad Blog will be mediapartner of the event, together with Adformatie. The event is free, but has limited capacity. You can register on the site of Pakhuis de Zwijger.
With 1 Gold (Interactive), 4 Silver (Interactive, Design and Mobile) and 3 Bronze (Interactive and Promo & Activation) one of our personal favourites, KLM Space by DDB & Tribal and Rapp was the big winner during this year’s Eurobest – from Dutch point of view that is. DDB & Tribal themselves was the agency which stuck out already with its amount of nominations on the short list and now with its awards: seven times Silver and four times Bronze. Rapp is part of DDB & Tribal so there were even more awards to take home: another Gold and Bronze. DDB & Tribal also got awarded 3 Silver for three different commercials for Inshared and it’s nice to see that the Netherlands are back in the film category (last year we won zero in film). Another one of our favourites that we dubbed digital concept of the year Achtung!’s GTI Bannerbahn for Volkswagen left Lisbon with 2 Silver and 1 Bronze in Interactive and Promo & Activation. They also were the only winners in…radio with a Silver award for their Porsche Cayenne Kilometer - proving they’re not just a digital agency. Ogilvy’s contribution for Dela (“why wait until it’s too late”) scored the second Dutch Gold in the category Branded Content & Entertainment and 2 Bronze in Promo & Activation and Media. Last summer they already won a Media Grand Prix in Cannes. We are quite pleased with the results: in total there were 24 Dutch winners this year, compared to 19 awards last year we did better, especially in digital.
Painful, if you recognize yourself in this film as the expert who tells Michael Mikrivaz (anagram for Kazimir Melevich) that Malevich’ work is not good enough to enter the art academy. It reminded us of Banksy selling his work incognito for $60 apiece and hardly selling any. Rumor has it that Achtung! made this. The agency recently created the Explicit Tours for the Stedelijk Museum, and apparently they wanted to give the Malevich exhibition a bit of a boost. You can thus see it as after sales services – and a bit of fun for the agency, of course.
Especially for the Museum Night, this Saturday, Achtung! developed an app with which you can look at the Malevich exhibition in the Stedelijk with some layman commentary of Dutch celebs. They say things like: “He must have been on mushrooms when painting this” and “You can get all philosophical about this, but it’s not much more than a black square.” We’d be more interested in the expert’s point of view, but we also never visit a museum at night. And since the Museum Night aims to draw a younger (read: less experienced) audience into the Amsterdam museums, this concept might just work. The app is developed by Antenna and can be downloaded here (Apple) and here (Android)
“Digital Creative Director” Gaston Serpenti has left Anomaly Amsterdam – after 1.5 years – to launch his own venture Serpenti & Company, a collaborative company that supports advertising agencies with digital brand advice and that will develop self-owned ‘microbrands.’ Before Anomaly, Serpenti was founder, partner, and CD at Boondoggle for 5 years. The reason for leaving Anomaly is that he was missing the entrepreneurship. The proposition of Sepenti & Company is derived from a need in the market for digital brand thinkers and a reality of lean start-ups merging with the traditional advertising business. Achtung!, known as a digital and collaborative agency, is Serpenti’s first client – or ‘partner’ is probably the best way to put it. Sounds promising.
A typical Achtung! concept, integrating on and offline in a playful way – and digital concept of the year, if you ask us. With this “Bannerbahn” the agency brings digital to the streets, or the streets to digital – depending on how you look at it. To introduce the new Volkswagen GTI Achtung! painted the websites of Nu, Telegraaf, Autoweek, and GeenStijl on tarmac and subsequently brought in a Stig-like character to frantically race a GTI through the banner spaces, while being filmed from the top with drones. With the exact right measurements these ‘banners’ will be uploaded on the respective websites at noon and 4pm on Friday the 13th. The readers can click the car – as quickly as possible – and the fastest clicker gets the car. It is not the first time that Achtung! creates an on/offline race; in 2011 it organised a race between Jens Button, on tarmac, and a digital opponent, in a simulator, for Vodafone. This Bannerbahn however transports the race to a digital environment, and allows everyone to participate. It goes without saying that the execution must have been quite a hassle – here is a making of (in Dutch) that shows more or less how it was done. To realise this creative feat Achtung! teamed up with Kwasten met de gasten (paint job), Thispagecannotbefound and Adrime (digital), director Lee Ford (known for directing TopGear), Deane Thrussel (D.O.P.), Munky London and Storm Amsterdam (3D and Post), and Stable TV for the teaser – featuring copywriter Joep Drummen, for that matter.
How to become the mobile roaming provider of the Netherlands, is what the briefing for this concept might have been asking THEY and Achtung! Instead of simply telling Vodafone where you want to go to, you tell them on this dedicated website (built by Random) which travel hashtag appeal to you – and when you’re lucky you’ll win a free holiday. Are you into #foodporn, #lovebirds, #partyhard or #yolo (‘you only live once’)? Vodafone matches these hashtags with the places where they are most common. But be aware, if you choose #yolo, for example, you’ll end up in Dublin – not in Botswana, Irian Jaya or Antartica. And #partyhard will get you to Madrid – not Ibiza. Anyway, a nice little activational piece of ad.
Yet another Grand Prix for an Amsterdam agency! Ogilvy last night won the ‘grandest’ awards of all in ‘Best use of Integrated Media’ for funeral insurer Dela. For the same campaign it also won Silver in Corporate. The third one in total now – the day before yesterday it already won Silver in Promo & Activation. According to the Jury the case brought consumer generated content to the next level. Dela spread posters through newspapers that the consumer could use to thank their loved ones (the pay-off: “Why wait with saying something beautiful”). This case shows that even for the dullest product on earth, you can make award-winning work. FHV BBDO won two Bronze in Integrated Media and Outdoor for The Economist; a case in which typical The Economist news was specially written for its umfeld. In Mobile Amsterdam won two Lions; XS2 won Silver for Channel 5 and Achtung! Bronze for Skoda. XS2 created an app that allowed the viewer of the popular TV program ‘The Gadget Show’ to get a 360 degrees view in the studio – thus a virtual look ‘behind the scenes.’ Achtung! created a real-time social second screen game around the Tour de France, to engage the viewer in the tour – three weeks on end. So, all in all, 6 more Lions to add to the list of Amsterdam wins.