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.
Work Tag copywriting
ADEV: Amsterdam Danst Ergens Voor
Using Amsterdam Dance Event as the occasion for a street protest in the form of a rave. An annual reminder that dance culture came out of subcultures that are now under threat.
Surprise Party for the Police
We disagreed with the police losing their free Sundays, so we called them to complain about ourselves. Then we greeted the officers with a mobile sound system, confetti and a surprise party.
ID&T – Gemeentepils
How do you make festival crowds trust tap water? Brand it like the beer they already order. We turned Dutch slang for tap water into Gemeentepils, refillable bottles and a festival idea that kept returning.
Women on Waves
A fashion-week hoax for Women on Waves, borrowing Diesel’s voice to expose unsafe working conditions and promote access to abortion pills. Identity correction with a deliberately uncomfortable fit.
Unilever – Max Adventures
A kung-fu TV adventure needed to become something kids could actually join. We turned it into a song, dance routine, online game and activation that travelled across several European markets.
Volvo V60 Pure Hybrid Power
To convince petrolheads that a hybrid could have real power, we proposed plugging a rock show into the car itself, complete with Tesla coils, electric guitars and an appropriately high-voltage reveal.
GVB Metro Rave
Our mobile sound system needed publicity; Amsterdam public transport workers needed support. The obvious solution was a rave on the metro, which became much bigger than anyone, including the GVB, had planned.
Rabobank Studenten Practicum
Instead of bribing students with another free gadget, we turned their bank account into a game. Transactions, statements, social media and real-world assignments became one elaborate financial practicum.
Amsterdam Plens Event
Winter depression met inflatable crocodiles. Amsterdam Plens Event was a deliberately childish indoor pool party for adults, complete with retro music, synchronised swimming and a Red Belly Contest nobody really needed.