Who wouldn’t want to make advertising for Ben & Jerry’s ice cream! A delicious product, a fun corporate identity (using slogans like “if it’s not fun, why do it”) and sexy mission statement that uses terms like ‘sustainability’, ‘prosperity’ and ‘quality of life’. Inspiration enough to come up with a mind blowing campaign, you would say. So Indie is probably very pleased to become Ben & Jerry’s lead agency in the Netherlands, without even having to pitch for it! Indie’s work for Bolletje must have helped the agency win the account, as its advertising for Bolletje breaths a fun attitude from every single pore.
‘Ik wil Bolletje!’ (I want Bolletje) is what this lady is thinking while struggling to get into the building. Simple and funny at the same time, that’s what these 10 second commercials are. Also check this one. And this one shows what happens when you finally give in to your craving. They were created by Indie. Three different commercials are shown within a single commercial break. A smart media strategy, since three times 10 must have more impact than one time 30 seconds. The commercials were directed by Richard Boden, who knows well how to handle humour. He directed both Blackadder and ‘Allo ‘Allo at the end of the 80′s. Bolletje, a brand with a heritage of cheeky advertising, has used the phrase ‘I want Bolletje’ since the 50’s already. In 2007 Indie revitalized Bolletje’s brand personality and introduced the thinking balloon as ad property. The first commercials starring the balloon were also directed by Boden.
When the online bank Icesave was offering sky high interest rates last year, the ‘economical’ Dutch en masse moved their virtual savings to the Icelandic bank. But when the credit crunch made the bank fall over, they were left empty handed – that is, almost, since the Dutch government came to the rescue. With this banner, made by S-W-H, placed on the ‘Icelost’ forum, Bolletje offers all the disappointed savers a free breakfast by returning the purchase money on their bank account – with the cheeky text added: “provided that you still have one”. Bolletje has always been known for its Dutch rusk. A few years ago though, the brand radically expanded its product portfolio, changed its package design (BrummelkampHoekstra) and hired a new advertising agency (S-W-H). The perfectly integrated and striking communication this year won a golden ADCN ‘lamp’ – the Dutch equivalent of the D&AD ‘pencils’.
Who wouldn’t want to make advertising for Ben & Jerry’s ice cream! A delicious product, a fun corporate identity (using slogans like “if it’s not fun, why do it”) and sexy mission statement that uses terms like ‘sustainability’, ‘prosperity’ and ‘quality of life’. Inspiration enough to come up with a mind blowing campaign, you would say. So Indie is probably very pleased to become Ben & Jerry’s lead agency in the Netherlands, without even having to pitch for it! Indie’s work for Bolletje must have helped the agency win the account, as its advertising for Bolletje breaths a fun attitude from every single pore.
