Brenda Waegemaekers is a creative/copywriter at 180 Kingsday Amsterdam
WE NEED MORE FLOWERS
Flowers are so much more than eye candy. They let us express and feel all the feels that define us as humans. They let us mourn and celebrate, say “sorry” and “I love you”. And that’s exactly why we need more of them.
The Pan-European campaign ‘We Need More Flowers’ for The Flower Council of Holland celebrates the wonderfully diverse emotions that flowers bring into our lives. It’s a rallying cry for a life worth living and a powerful ode to flowers, showing how they work their magic in all moments that make life meaningful. The integrated campaign includes TVC, outdoor, digital and activations.
Bonprix, one of OTTO Group’s largest online retailers, was widely known as a clothing brand for “old people” and “boring housewives”. For the launch of their Pan-European campaign, we took these misconceptions and faced them head-on. Because when it comes to middle-aged women and bonprix, there’s always more than meets the eye.
AWARDS & PRESS ADCN | Shortlist | 2019 Epica | Shortlist x 2 | 2018 The Drum LBB The Stable Adformatie Marketingtribune
Heart Foundation / Stroke Alarm
Every year, 46,000 people in the Netherlands suffer from a stroke. 9,000 of them die and many more end up with brain damage. The main reason: people don’t recognize the symptoms of a stroke in time.
We came up with a mantra so simple, everyone could remember it: “Mond, spraak, arm. Beroerte-alarm!” (“Mouth, speech, arm. Stroke alarm!”). Despite the limited budget, results exceeded all expectations. The Heart Foundation even received messages from people thanking them for saving a life.
AWARDS & PRESS Effie | Silver SAN Accent Gold Grand Prix CM 'Non profit'
Case Film 'Mouth, Speech, Arm. Stroke Alarm!'
RECIPE FOR CHANGE
Beef consumption is a severe cause of climate change. The meat requires 28 times more land to produce than pork or chicken, 11 times more water and results in five times more CO2 emissions. ‘Recipe for Change’ is a silent strategy that lets people subconsciously experience how easy it is to cut down on eating beef, to help save the planet.
The Climate Action Challenge, initiated by What Design Can Do, is a global design competition calling on the creative community to submit bold, innovative solutions to combat the impacts of climate change. Out of the 384 entries from 70 countries, 35 projects were nominated. Our concept ‘Recipe for Change’ was one of these. It was exposed at Dutch Design Week 2017 and we’re currently in the process of turning it into reality. Read more about our idea on the platform page.
Nike needed a bold name for their new content platform that would live on nike.com. We made it an agency-wide competition, and my name was the lucky one to be chosen.
Stay tuned for more information.
SPRING IS FLOWERS
Spring isn’t a season, it’s a feeling. In this digital campaign we capture the mood of spring with flowers. We created sensorial moodboards—supported by word- and soundboards—that resemble how associations of spring flash by in our head.
Every year, The Flower Council of Holland announces their new style trends for the future. We curated the visuals for each trend and designed a notebook that was handed out at their Trend Lunch.