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High Five: Netherlands



Pol Hoenderboom, executive creative director 180 Amsterdam, shares some of the most interesting work he has come across so far after a stint of time away in the Big Apple...

High Five: Netherlands

After spending the last five years in New York and picking up gold in every award show out there, Dutchy Pol Hoenderboom moved to Amsterdam, where he started as an executive creative director at 180 Amsterdam. He has now been back a few months, and here shares with us some of the most interesting work he has come across so far...

HAK - 'The Helping Plate'

Agency: DDB Unlimited 

Being a dad of a seven and four-year-old, I know how challenging it can be to make sure my kids eat enough vegetables. The age between four and eight years old is crucial in developing a healthy eating pattern, but it’s just so hard to make it appealing for them. That’s why I absolutely love that HAK, Holland’s most famous vegetable brand, launched 'The Helping Plate'. A plate that’s designed based on scientific insights and nudges kids into eating more veggies - without them knowing it.

G-Star Raw - 'Never Quit'

Agency: The Family 

This is a personal favourite because a few of my favourite creatives came together for this project. Two of Amsterdam’s best creatives (and old colleagues) teamed up with my favourite director (and former New York neighbour), Salomon Ligthelm. Together they turned John Greenleaf Whittier’s poem ‘Never Quit’ into a beautifully crafted metaphorical spot. 

Studio Roosegaarde - 'Urban Sun'

Production company: MediaMonks

Daan Roosegaarde is Holland's most innovative designer, and I’ve been following him for many years. When I heard that for his latest project, he teamed up with the Dutch (and now global) production company MediaMonks, I knew it had to be good. Urban Sun cleans public spaces of Coronavirus for better human gatherings. Inspired by the light of the sun and backed by scientific research that proves a new specific light can safely clean-up to 99.9% of Coronavirus. Just an amazing symbol of hope.

SuitSupply - 'The New Normal'

Agency: In-house by SuitSupply

And from the Urban Sun, it’s a small step to a post-Corona world. Four months ago, in the middle of the pandemic, I found myself watching the trailer of Michael Bay’s latest movie, 'Songbird'. Covid-23 was mentioned, and the only thing I could think of was; oh no, too soon, let’s deal with this one first. Now months later, Dutch fashion brand SuitSupply, known for its young and controversial communication, put out their Spring campaign, and it has caused quite a stir. ‘The New Normal’ pitches a post-Corona world where people are - to put it neatly - crawling over one another and enthusiastically licking faces. So while writing this in sweatpants, what do you think? Time for a new suit, or too soon? Nevertheless, SuitSupply is getting buzz. 

Lay's - 'Messi Messages'

Agency: 180 Amsterdam

This week Lay’s launched 'Messi Messages' - a super fun online tool with the G.O.A.T himself. For years, Champions League sponsors show up in every stadium, ad break and social feed, but there’s one place they couldn’t get into - dark social. Or at least until now. 180 Amsterdam got fans to invite Lay’s into their private chats by letting them send personalised video invites from Messi. Fans can choose from multiple languages and variables, which would then be deep faked into an easy-to-share message. 50% Messi, 50% Machine, 120% incredible. 

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180 Amsterdam, Wed, 24 Mar 2021 10:05:01 GMT