We're All Human

Starting a conversation, in an increasingly polarized world. Theatre group Oostpool travels the national theatres with their concept Allemaal Mensen (We’re all human) to explore identity, behaviour, and what it means to be human today. The campaign takes the idea beyond the theatre to engage with a larger audience and confronts it with its own beliefs and misconceptions.

By deliberately forcing labels onto people, and by allowing the public to do the same, the impact of the human tendency to put people in boxes becomes explicit. Iconic photography duo Blommers & Schumm were invited to shoot powerful portraits that both feel personal yet anonymous. The campaign lived on the streets and online, through social media and a custom website.

Oostpool
Oostpool

To A New Everyday

Introducing a new ideal of clothing to a pragmatic customer: the Dutch. Japanese retailer UNIQLO is known for its LifeWear philosophy: simple, well-designed clothes made with quality. The introduction campaign for the first store in Amsterdam was aimed at starting a new conversation about casual. Elevating it from being only pragmatic to being practical, beautiful, and thoughtful.

Amsterdam has a strong and specific culture based on centuries of context and history. It is a vibrant community filled with ambition and creativity. Arriving in the city respectfully meant contributing to it and pushing it forward. The campaign centred around local ambassadors who are shaping the future of the city, and positioned Uniqlo as part of the everyday lives of the city’s residents.

Uniqlo
Uniqlo

The strategic platform, To A New Everyday, coming to life. Celebrating a new ideal of clothing that lives up to the needs of a city forever on the move.

Uniqlo

The project was driven by a sincere desire to truly get to know the Dutch people. A deep-dive into Amsterdam and the Dutch cultural-economic landscape, including interviews with local residents, helped UNIQLO to understand their new customers.

Uniqlo

Client

Date

Partners

Luek (Ncie)

Making the most of LEUK (NICE), and sharing the fun. Creating two videoclips, record sleeves and a campaign for the launch of the new album LEUK (NICE) by renowned Dutch hiphop artists De Jeugd van Tegenwoordig isn’t just twice, but 56 times the fun. For the first video 56 directors were assigned complete creative freedom and an 8 second part of the song MAKKELIJK (EASY) to create an ultrashort clip.

Makkelijk (Voor Ons)

Not knowing what to expect, the extraordinary result of the combined creative work won the award for best music video at the Dutch Film Festival. Which of course was cut into 56 pieces, and shared with all 56 creators.

De Jeugd van Tegenwoordig
De Jeugd van Tegenwoordig
De Jeugd van Tegenwoordig

The videoclip was released with a video installation at the NewWerktheater and a Youtube playlist consisting of 56 short clips. A bit annoying for the viewer, but very LEUK to do.

Torpedo

The second video clip for a song called Torpedo was directed by Aaron van Valen. Beautiful dreamlike images in endless repetition take the viewer along with a man getting lost in a bad trip.

De Jeugd van Tegenwoordig
De Jeugd van Tegenwoordig

Luek

The deliberate low-key design of the album artwork included a DIY record sleeve, and collateral such as t-shirts with Luek spelled wrong. Very ncie.

De Jeugd van Tegenwoordig
De Jeugd van Tegenwoordig

Luek – (in order of appearance)

‘What REALLY happened in the first 5 seconds of Makkelijk’ by Rogier van der Zwaag – ‘Frightened worms’ by Le Silo – ‘One’ by Judith Veenendaal – ‘Eat The Beat’ by Johanna Noack – ‘Easy Drinking’ by Smörgåsbord – ‘#stemming’ by Bob Mayata – ‘Mise en abyme’ by Marlon Bos – ‘Bestaansrecht’ by Faberyayo & Sandder – ‘Family Kids Club’ by Sophie Hemels – ‘Living the housje, treetje, animaltje life’ by Klaus & Fabiola – ‘Faberyayo’s easy dance moves’ by Playground – Valentin Adam – ‘Gringo, Flamingo, Andalusië, Tinto’ by Mathilde Karrèr – ‘KLEINE SHOUT OUT!’ by ONESIZE – ‘Gek’ by Tibor & Marc – ‘Easy Rider’ by Bill Tanaka – ‘Toto’ by Bear Damen – ‘Silly vape’ by Sebastián Baptista – ‘A pickle is relaxing on a bell pepper and just noticed you’ by Wyne Veen – ‘Telekinesis’ by IsabelitaVirtual + José Gallardo – ‘Langere banaan’ by Bob Stel – ‘Falling Down’ by Justin Blyth – ‘Giving €250 to the homeless’ by Kristian van Kuijk – ‘I PACK HEAT .. over heat packen’ by Frank Nitty 3000 – ‘Sociale Wetenschappen’ by Wiwa – ‘A Punch of Colour’ by Albert Sala – ‘Popmuziek’ by Bas Koopmans – ‘The Makkelijk Machine’ by Calango – ‘Makkelijk’ by New Amsterdam Film Company – ‘Easy Easy Easy Easy’ by Mike Pelletier – ‘Maklijk’ by Johan Kramer – ‘Godsgeschenk’ by Marvin Koppejan / Woodwork – ‘The Budget’ by Mr. Boonstra – ‘My endless love’ by Freddy Tratlehner – ‘Spinning Easy’ by Marcel Christ – ‘These 5 seconds consist of pure flex’ by VICTOIRE X FESTUS – ‘Loops’ by Emiel W. Steenhuizen – ‘Taart in Bad’ by Elza Jo – ‘E.T.’ by David Wilson – ‘Makkeleuk’ by Ward Graumans & Sharon de Graaf – ‘Makkelijk’ by Mario Hugo – ‘Deadline’ by Peggy Kuiper – ‘Makkelijk verdiend / Easy money’ by Floris Kingma – ‘Eyecatcher’ by Henk Loorbach – ‘Lichte Bevalling’ by Joost Lieuwma – ‘Cerberus’ by Philip&Hugo – ‘L’ Ascenseur de Trophy Wife’ by Lisa Smidt – ‘Ping Pong’ by Bart Oomes x Circus Family – ‘As easy as blinking sukura’ by Gary Horton / WeSayHi – ‘Painting Nudes with De Jeugd van Tegenwoordig’ by Paul D. Scott – ‘Entrée de Jan Zemmer en Zn’ by Aaron van Valen – ‘Get up and run’ by Gaspar Palacio – ‘Nob Yoshigahara’ by Rizon Parein – ‘Men’s Health’ by Yung Internet – ‘Spacekees Signals’ by Daniel J. Ashes – ‘Ruan & Joko’ by Lonneke van der Palen – ‘An unfortunate end’ by …,staat –

Date

Partners Luek

Partners Torpedo

Press & Awards

  • Luek – Best music video 2018 (NFF)
  • Makkelijk — Best music video 2018 (NFF)

One Step Beyond

Sparking awareness and excitement for the ninth edition of TEDxAmsterdam by creating an impactful and recognizable graphic campaign. The 2017 theme ONE STEP BEYOND was brought to life through a manifesto, animated film, outdoor communication, stage design, and a graphic campaign identity including event collateral.

One giant leap consists of many small steps. This insight informed the graphic language of the campaign. Site specific executions made a bold statement around the city, creating intrigue and momentum for the event. The visual direction was translated into stage design, including opening and closing act, by the smart use of existing stage technology to express the rhythmic and layered construct of graphic identity and manifesto.

TEDxAmsterdam
TEDxAmsterdam
TEDxAmsterdam
TEDxAmsterdam
TEDxAmsterdam
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