The Social Hub
A year inside a fast-growing international hospitality brand, helping its many teams sound like one. Messaging, campaigns, content strategy and a lot of copy across web, app, email and social.
Work Tag advertising
BUNK Hotels
Website and recruitment copy for two churches becoming hotels before anyone had slept there. The challenge: sell the experience while the experience was still largely scaffolding, dust and a very convincing idea.
Corona Sunsets
Strategy, concepts and copy for Corona’s global move from ‘beer on the beach’ to ‘beer at sunset’. One simple ritual grew into an experiential platform rolled out across markets worldwide.
This Is Holland
Brand bible and Dutch web copy for a one-hour flight over the Netherlands without leaving Amsterdam. Also responsible for their tagline ‘Nederland in Vogelvlucht’ and naming their newsletter ‘Luchtpost’.
Nachtlab Agency
Years of pitches, concepts, toolkits and copy for an agency specialising in nightlife and live experience. I came in as the writer and gradually became one of the people helping shape the ideas themselves.
Jupiler Wintertijd
One extra hour of wintertime deserved one extra hour of party. We packed a marching band, confetti and assorted chaos into a TV-ad container and let it loose on an unsuspecting Amsterdam crowd.
BYE BYE MINI.
A farewell campaign for the outgoing MINI before its replacement arrived. I helped turn clearing old stock into something closer to a send-off than a sales promotion.
MINI – SUV Knockout
Making the MINI Countryman pick a fight above its weight. I wrote landing-page copy and a film script styled like an old-school arcade fighter, with SUVs cast as the opponents.
Bacardi Popup Pool Party
A fully operational pool party appearing, exploding and disappearing from Amsterdam’s Zuidas within an hour. Fire truck, DJ mobile, inflatable pools and enough pineapple-flavoured mischief to make the morning papers.
HEMA Rookworst Rave
An inflatable-sausage-powered rave in HEMA’s Amsterdam flagship store. What began as a surprise party became national news, a documentary cameo and one of the stranger things ever done near the underwear department.