KPN, the Dutch former national telco provider, last year chose its new agency N=5 after a lengthy agency orientation/pitch process. Before that KPN worked with TBWA since 2006 – in that year launching the theme “Let’s connect” (‘Sluit je aan’). This new campaign launched on Monday is to both introduce the new brand theme “Voel je vrij” (‘Feel Free’) and tell the Dutch that KPN has 4G – all over the Netherlands. Ironically KPN’s daughter Hi (using KPN’s network) already told us so extensively. So it’s no news, really. Nevertheless, the song Feeling Good (made famous by Nina Simone), together with the smooth film does indeed communicate a new dawn. Directed by Michael Wrong and shot by Mark Bliss.
Tag Archive: TBWA
Yesterday, at the ADCN clubhouse, the light bulb (or ‘lamp’ in Dutch) nominations were announced. The big winners were DDB & Tribal with 35 nominations, TBWA with 29, and N=5 with 22 nominations. Especially for N=5 this is quite an accomplishment, since it is by far the smallest agency of the three. The most successful (digital) production agency was MediaMonks with 23 nominations. On the client side KLM is the big winner with 14 nominations. It is what happens when you ask every agency in town to create some sort of activation. Or rather, that’s what happens when you write inspiring briefings and choose the right agencies to work for you. Sweetie, created by Lemz for Terres des Hommes, won three nominations – a concept that is so BIG that it will probably win at every award show around the world. Two important things have changed this year; all ADCN members are allowed to vote and the ADCN has introduced a bronze light bulb, to decrease the gap between a nomination and an actual award. We can imagine that this is a tempting thing to do, handing out more light bulbs, but it will only cause inflation – that’s not us being critical, but simply how economics work. Then again, we live in the age of (digital) democratization, so maybe it’s just a natural course. The accessibility of the awards is probably also why this year, for the first time, we are allowed to leave our black ties at home when the definite winners are announced in Paradiso on 31 March. You can find the complete list of nominations here.
This is what TBWA wrote us when sending us their ‘viral‘; “Poopy Pets is not TBWA’s largest client, but it is a very likable, local, start-up that produces disposable, biodegradable litter boxes named Poopy Cat.” At first we had our doubts, but then we all of a sudden remembered the wise words of John St. and realised TBWA has created a winner.
Insurer Delta Lloyd’s briefing: how do you get people to think about their pension, when “as soon as the word pension is mentioned people stop listening.” (indeed, we were quite happy to have finally learned to live in the now!) Since hoaxes are the new ‘truth ’ TBWA created a nightmare scenario (case film); an entrepreneur transforms an old jail into a fully automated budget retirement home “where the elderly are kept alive as efficiently as possible” – with small basic rooms, computerized care etc. You can easily imagine how journalists jumped on this. And then the hoax was revealed live in a talk show. This is how Delta Lloyd ‘earned’ €2.1 million in PR. Simple as that.
Production agency MediaMonks won the majority of Dutch prizes at the Lovie Awards; 17. That’s quite a feat – though we have to add that the “People’s Lovies” (7 out of the 17 awards) are mostly about collecting votes among the crowd. On agency-level DDB & Tribal did best with 3 Gold, one Silver, and one Bronze. On project-level we very much liked KLM Space (DDB & Tribal / MediaMonks). We also liked The Big Internet Museum (TBWA / MediaMonks), about which we did a special piece - it won two awards, as well as two People’s Lovies. Here you can find the complete list of Amsterdam winners. And here you can find all winners with case-links. The relatively new Lovie show is in its third year now and celebrates, according to the website, “the most resonant and pertinent stories in Europe, those inside and outside of the prevailing trends.” That sounds pretty generic for an award show. But the event is actually quite focused – except for the shit load of categories. After all, it is named after Ada Lovelace, who wrote the first algorithm, and thus stands for technologically advanced concepts – so, basically, you could call it the European Webbies. In any case, congrats to all!
Creating the ‘making of’ a commercial seems standard procedure nowadays. But only a few of them are really worth watching. This one is; of insurer Delta Lloyd’s new brand campaign – tip: turn off sound. Here you can see the end result. Created by TBWA, produced by Czar, directed by Lieven van Baelen, and shot by Glynn Speeckaert. The wonderful special water effects were done by Digital District Paris.
Quite an aggressive film. But necessary, cause the Adidas Nitrocharge is positioned as a boot for the ‘always on’ type of player; one that runs, charges, tackles, and passes with unrelentless energy. That’s why it is compared with sharks, lions, racers, and fighters. To say that “Winners never quit.” Craftully created by United State of Fans\TBWA (concept), Smuggler (production), The Whitehouse (editing), and Glassworks Amsterdam (post production). Track by Nikolai Von Sallwitz, mix by Wave Recording Studios.
This just blew our mind. What a fantastic idea: The Big Internet Museum, the world’s first museum with a very diverse collection completely dedicated to the internet. The museum has opened its digital doors today and can be visited – as a true online museum – for free, 24 hours a day. The museum displays the web’s most interesting artefacts. And just like a real museum it houses specialised wings – seven in total. Each wing is categorized. For example, there’s the ‘History’ wing, where you can view and read about ARPAnet, the very first form of internet. In the ‘Meme’ wing you can find out more about ‘Chuck Norris’ and ‘Nyan Cat’ (picture). As museums also need to make their own money nowadays, commercial parties can also buy a wing and display their own collection. MediaMonks - who built the whole thing – is the first company to expose their own collection; The History of Flash. What we also very much like about the museum is the fact that the public co-curates the museum; people can submit their own piece and visitors vote whether it should be allowed to be added to the permanent, ever growing collection. The Big Internet Museum is an initiative of Dani Polak (art director, 26), Joep Drummen (copywriter, 36) en Joeri Bakker (accountmanager, 31) – all working at TBWA\Neboko. Congrats, guys, we’re sure this concept will fly very high!
Pensions are intrinsically complicated. So when people talk about your pension, it would be nice if they speak your language – not Chinese as in this film. An attractive way by Delta Lloyd to tell its customers they answer “financial questions in normal Dutch.” The film was created by TBWA and directed by Bart Timmer and Willem Bos of Czar. Here’s another one with two flight attendants speaking Swahili – representing mortgage-talk. The only thing we don’t get is the pay-off “Critical at the right moment” – what do you mean ‘at the right moment?’ “We speak your language” or something would have much better wrapped up the film, so we’re guessing the current pay-off was developed for a different campaign.
What a nice ‘infographic’ (click to enlarge). It depicts the best agencies in town by comparing them with different ships. We shouldn’t take it too seriously, the introduction tells us, since it is not science and “therefore absolutely not measurable.” Glad we got that straight. The infographic is quite nicely designed (though the body copy font is a touch too small) and compares TBWA with a tanker; “It’s capable to ship a lot of work at the same time.” BSUR is a powerboat; “It needs space to go fast.” And Tribal DDB a submarine; “Fully equipped with the latest techniques.” Doom & Dickson is compared with a Ferry: “It will safely ship you to your destination, something many marketers still appreciate.” And Red Urban a pleasure yacht “about having fun, not too complicated.” We received this piece anonymously so we cannot hand out any credits. In any case, it seems as if the person or agency behind it could use some extra work – let’s say it’s comparable to the proverbial raft; very crafty, but completely surrendered to the waves of our feeble economy.