One of the most important reasons why ad people can’t always communicate with marketeers is that they like to take decisions on gut feeling, while marketeers prefer to be convinced by evidence-based cases. There’s a bit of a Catch22 here, since creative agencies per definition try out completely new things that go unprecedented. However, if you zoom in on the psychological mechanism of persuasion of a certain idea, there are many scientific studies that might be able to tell you something about its potential effectiveness. The book Hidden Persuasion, recently published by BIS and written by Marc Andrews, Matthijs van Leeuwen and Rick van Baaren, has collected and summarised a big chunk of these studies. More…
Tag Archive: Wouter Boon
Jules Tervoort and Mischa Rozema (Post Panic) present the making of the ambitious international feature film ‘Sundays.’ Foto credit: Merten Snijders.
A gutsy blogpost by Bert Hagendoorn resulted in a dedicated Creatie magazine and first live-event at Pakhuis de Zwijger, both brand named Dutch Digital Design. With founding father Hagendoorn in the lead, this first event attracted 700 curious eye balls, eager to see the best work in digital design. The evening was themed ‘Made in Holland.’
Co-moderator Wouter Boon (Boon Strategy and editor-in-chief of this blog), kicked off reading his column. According to Boon the theme Made in Holland was a first attempt to define Dutch Digital Design, thus being aware the event moved on virgin soil. His end conclusion: “the only style we have in digital design is no style at all – we are culturally neutral.” More…
“You seem to be the creative type” is a strange little combination of words I hear every once in a while when I find myself getting to know someone new. What it means, I don’t know. I’ve always figured it’s because of my curly hair and my quirky motor skills. It might just be that in fact it has nothing to do with my appearance. Nevertheless, I have noticed that I do take it as a compliment. But what the hell does it actually mean; to be creative? And, aren’t we all the creative type? This is a thought that has crossed my mind several times, as I’m sure it has crossed yours as well. For all who have wondered this, now there’s a concise little book - Defining Creativity - written by Wouter Boon that dives into “The Art and Science of Great Ideas.”
Last Thursday we were invited for the grande finale of the ADCN pitch, organised together with APG and Jonge Honden. The workshop was a contest among young ambitious strategists and creatives, who were asked to translate a briefing by Knorr (Unilever) and STER (National TV ad publisher) into a solid ad campaign. It was not an easy briefing though, since Knorr already had a complete 360˚ campaign in place. The mandatories were: build on Knorr’s campaign and – very importantly – use the STER Extra second screen app. Karlijn Marchildon (planner at XXS) won the first stage, with a creative brief that insightfully proposed that it would be ideal if Knorr and Ster can help you to compile a menu with just a few ingredients, left-over in your fridge – e.g. what can I do with my Broccoli? Then, creative team (without a permanent employer, so hire them here) Raphael Kamp and Sjoerd Rijsdijk (right in picture) won the second stage by translating Marchildon’s briefing into “Challenge the chef,” a second screen activation with which you can ask a chef to compile a meal with your leftovers. The jury – consisting of Wouter Boon (APG), Joris Elk and René Verbong (ADCN – and FHV BBDO), Katharina Karsen (Unilever) en Sandra Bommer and Annika Haasnoot (Ster) – was unanimous about the fact that this concept answered STER’s business challenge and smoothly built on Knorr’s existing advertising. Congrats to all. Photo credits: Matthijs Immink.
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.
Last Thursday we attended the 11th edition of X-Pollination. The event, held twice a year, brings together creative professionals to – as the name suggests – cross-pollinate the industry. This edition was hosted by Random Studio at their recently redesigned office in West. When entering the office the first thing we noticed was the strong garlic smell. Fortunately, though, everyone was feasting away on the deliciously homemade snacks, which made talking to each other less awkward. Then our attention was drawn to all the plants in the office. When we asked Random’s MD Daan Lucas how they keep their ‘micro-jungle’ alive he pointed at the intern. After inquiring about the health of two obviously dying plants, Lucas gave the intern a 10 minute lecture on sunlight, water, Pokon, tender love and plant-care. Back to the human cross-fertilization; throughout the studio physical interactive installations with a digital core element were displayed, which sparked the conversations. One of the installations was a huge papier-mâché head that displayed headshots of the guests. “Everyone’s face on the same head is how we imagined X-Pollination,” explained Lucas. Wouter Boon, founder of X-Pollination, was pretty content with this edition: “I started this event in 2008 to connect the different people and disciplines in our creative industry. So when I see the different species here getting tipsy, freely mingling, and maybe even professionally mating at the end, I am happy.” And people did get tipsy; the event was sponsored by Warsteiner and Jameson so there was plenty of booz. Check out the photos here.
About a year ago MassiveMusic decided to give away a custom designed Gibson – in the colors of its visual identity. The contest was simple; conceive a nickname for the guitar and the best name will win the guitar. Wouter Boon – strategist and editor at Amsterdam Ad Blog – won the guitar dubbing it ‘The Ripple’. MassiveMusic founder Hans Brouwer; “Out of 192 names, we chose The Ripple through a democratic process; all our agencies around the world were allowed to vote. It was a close call, but eventually ‘The Ripple’ was liked best.” The other finalists were ‘LollyRock’ (Heinrich Vejlgaard, freelance creative in Denmark), and ‘Rockwork Orange’ (Floris Cobelens, marketing director at Heineken). Massive asked Gibson to make 6 customized guitars in total, also one for each office – next weekend Massive is officially opening its 5th office in London. Boon: “It’s funny, when I saw the guitar I instantly knew ‘The Ripple’ should be its name, since it matched so well with the design. I am really glad I won and feel obliged to take some lessons now!”