When building brands, we’re looking at long term horizons. Hunting down the timeless truths that define our meaningful difference. Not in the least so that they guide us through times of crisis.
A few weeks into the COVID-19 crisis, it has proven an effective reality-check on purpose and we discover which elements of our brands are truly meaningful and which were uncovered as empty marketing speak.
In this 60-minute webinar, we explore what we’re learning about what it means to be a meaningful brand during this time of crisis. We provide tools and thought-starters to interrogate our brands and make a real impact – during the crisis as well as after.

How to use this time of reflection


Entrepreneurs prefer not to talk about financial problems. As a result, they seek help too late and their problems become even bigger. To break this cycle and let entrepreneurs know they are not alone, we developed the KVK Comeback line: a helpline where entrepreneurs can seek advice and support anonymously 24/7.

How can KVK play a significant role in supporting business owners?


IKEA is a popular brand in The Netherlands, and it inspires a lot of customers to keep coming back. But there’s also a group of people who think that the quality of their products is not high enough, and that variety of styles is limited. IKEA has so much more value to offer than some people realize. A repositioning campaign tells the real stories behind the products, and shows how much effort and attention IKEA puts into creating a better everyday life at home.

How to improve the perception of IKEA?

Get up 100% recharged – IKEA

A good night’s rest is very important. To process the previous day and gain energy for the next one. Yet people often fail to wake up well rested. As a result they are less comfortable and less productive. In this campaign, IKEA helps you to turn your bedroom into a place to recharge.

How can IKEA help the Dutch to improve their quality of sleep?


The sooner we relieve our suffering climate, the better. All around the globe we see the effects of droughts, heat waves and land degradation. On food production, availability of water, loss of biodiversity and much more. When Justdiggit told us how they were fighting climate change, by restoring degraded soil on a large scale with a shovel, we were blown away by the simplicity and decided to help.

Together we can cool down the planet


Greenchoice is one of the first green energy suppliers to accelerate the transition towards sustainable energy in the Netherlands. But the company has lots of new competitors, which has lead to a lack of visibility. We need to reposition the brand and make sure everyone in the Netherlands knows what Greenchoice is about.
We built upon the brands unique ‘rebellious’ heritage and positioned Greenchoice as an energy supplier that actually takes action to make the transition happen. In the first campaign we ask consumers to stop ‘earth screwing’, which means less talk and more action when it comes to saving the planet.

How to make Greenchoice more distinctive and create more impact?


Growing a better world together. Not just a new campaign, but a meaningful creative business idea for a brave bank. Rabobank is taking a stand to secure a sustainable food future. By introducing Kickstart Food, a programme to help kickstart and upscale food innovations developed by clients and partners around the world, Rabobank is taking on the biggest food issues on 6 continents. From increasing food production and lowering ecological impact (Kickstart Earth), to diminishing food waste (Kickstart Waste) and from creating a stable and efficient food market (Kickstart Stability) to providing enough healthy food for everyone (Kickstart Nutrition).
How to reposition Rabobank as a courageous bank that takes a stand on big societal issues?


As a new form of online child abuse spread around the world, governments seemed not to know how to stop it. So we helped the international children’s aid organization Terre des Hommes develop a creative solution that police everywhere could adopt to end this terrible phenomenon. And the results were astonishing.

How can we stop Webcam Child Sex Tourism?


Instead of a client brief, this idea started with an article about a boy receiving a box full of letters from his father who had passed away at an early age. Moved by his story and the realisation of how much it can mean to someone to receive such a legacy, we were motivated to inspire others to do the same. We found the perfect partner in our client, Hallmark.

How to help Hallmark to play a genuine role in helping people connect?


You don’t see it, but the air you breathe every day is unclean. In many parts of The Netherlands the air is more unhealthy than you think. Each year, over 5,000 Dutch people die as a direct result of this pollution. It is a big problem but because air pollution is mostly invisible, people are not really aware of the danger. That is why Havas Lemz came up with an easy way to make the invisible visible: an air quality check on your mobile phone.

How can we make people aware of air pollution in the Netherlands?