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Not for everyone

Not for everyone

Challenge: Develop a stimulating multimedia campaign that leads to conversion.

Insight: We have to be honest: not everyone reads the FD. To realise growth we want to convey this insight in order to connect with our target audience.

Idea: The campaign reveals the difference in knowledge and the advantage gained by readers of the FD compared to those who don’t read the publication. We achieve this through a copy-based campaign to clearly highlight these differences with the introduction of “Everyone knows” and “Not everyone knows”. Each insight concludes with the line “Not everyone reads the FD”.


Selected Works

Oikocredit: AshaBrand campaign

Fitzroy: The sustainable navy rumProduct & Digital campaign

Doritos: VR BattleDigital Campaign

M&M: Share-A-ThonDigital Campaign

Hyundai: The drive-in closetOutdoor & Digital Campaign

BPD: Power of ContentDigital Campaign

A.Vogel: HelpsTV Campaign

FD: Not for everyoneOutdoor & Crossmedia

Quaker: Breakfast bookDigital Campaign

Teva: Sick of the gameDigital Campaign

Kornuit: CrowdcamDigital Campaign

Scotch & Soda: AirbnbCrossmedia & Digital Campaign

Park Broekhuizen: Brand identityBrand Identity & Digital Campaign


Grolsch: Made with real lemon juiceDigital campaign & outdoor

Doritos: Play boldCrossmedial campaign

Reddy: Mobile appMobile app & digital campaign

KNAB: The figuresCrossmedial campaign

Oikocredit: Made in MalawiCrossmedial campaign

Knab: we work in your favourCrossmedial campaign

Doritos: Street raceCrossmedial campaign

Hyundai Veloster: The viralDigital campaign

Doritos: Jacked driving schoolCrossmedial campaign

Bacardi: Talk to the handDigital & retail campaign

Hero: So why add anything?Digital campaign