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High Five: Netherlands

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Cheil Amsterdam's copywriter and art director respectively, Daan Haak and Kahraman Çinar, open up on five Dutch projects that all have brilliant stories with the perfect ideas to match

High Five: Netherlands

We are Daan and Kahraman, a young creative team working at Cheil Amsterdam. We believe that in every era, people are eager for stories that matter. Stories that relate to the culture and time in which they are told. Based on our own fascinations for film, music, poetry and psychology, we search for the stories of this time in our work. For this High Five, we have selected five beautiful stories and sharp ideas of the interesting time we live in...

PSA - 'Love Doesn’t Hurt Anyone'

Agency & Production: Wefilm
Director: Dennis Lubbers
VFX: Studio WhooHoo!
Sound & Music: The Soundery

Let's start with recent work by Dennis Lubbers. The director at Wefilm found it incredible that there are people who are more bothered by two people kissing than by violence. For the feeling that this film had to be made, he sold his cryptocurrency to finance, direct, produce and distribute this film - all pretty much on his own. This film, made out of love, went viral on Reddit and Dumpert (a Dutch platform) this week and was shown in its entirety on the late-night talk show, 'Jinek'. Besides the powerful message of this film, we think this work is an encouragement to us all to keep making from the urge to tell stories that matter to you.

AFC Ajax - 'A Piece of Ajax'

Agency: One:Nil
Production: FALSUM
Music: Major Fifth

The next work reminds us of a quote from one of the greatest footballers of all time, Johan Cruijf, who once said: "Football is a simple game, but playing simple football is the hardest thing there is." Creative director, Thijs de Boer, once used this quote to explain to us that, in this sentence, you can replace 'soccer' with 'advertising' - the greatest art of an idea is to keep it simple. 'A Piece of Ajax' is a project that, in that sense, honours Johan's quote. After a championship in a year in which the supporters could hardly be present in the stadium, Ajax dedicates the championship to them: 'This trophy is for you'. That's why Ajax melted the championship trophy into 42,390 stars (a star symbolic for a championship), to send one to all season ticket holders.

De Correspondent - 'Dear Mark Rutte, This Is What #ClimateLeadership Looks Like'

Agency: In-house at De Correspondent

This case went viral in the Netherlands recently. The news platform published a deepfake of our president Mark Rutte a day before the climate conference in Glasgow. In the speech, we see the president showing climate leadership for the 'first time'. The Correspondent in a justification: "The story that the Dutch public never hear from the real Mark Rutte, but which is desperately needed to secure the future of our country and our children". Despite the fact that the technique itself is not new, it’s a clever way to once more get the attention on the Dutch climate policy and the lack of action of our current government. The video is of course in Dutch, but via Youtube you can turn on English subtitles.

Samsung - 'FastFrame'

Agency: Cheil Amsterdam

To please our creative colleagues, we also selected a work made by our own agency. Just's actually pretty good! It’s called FastFrame and made for the big brand Samsung. As sponsor of BMX athletes, you can hope for Olympic success. But as tech brand saying ‘do what you can’t’, why don’t you help them to be successful? A campaign with an outcome we could only dream of.

AFC Ajax - 'Offside'

Concept & Production: Lotte Vos

We finish with a beautiful and powerful work of the young maker, Lotte Vos. Coincidentally, again about the football club Ajax. What started as a graduation project rolled out into an ode to the female supporter of Ajax, in the form of a unique new supporter scarf, giving the female supporters the credit they deserve in a world dominated by men. A scarf that radiates pride and strength. One that adapts to the style or appearance of the supporter. A scarf that you can wear to the game, but just as well to a dinner. A scarf that is timeless and for everyone...

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Cheil Amsterdam, Wed, 10 Nov 2021 11:30:07 GMT