WINNER SAN ACCENT 2023: NON-PROFIT EN OVERHEID

BackgroundWakker Dier advocates for the well-being of all animals in Dutch farming.

Why We Are CampaigningIn nature, animals spend weeks to months with their mothers. In livestock farming, they are often separated early. For instance, calves are usually separated from their mothers immediately after birth. Allowing mother animals to care for their young improves welfare and health, and promotes natural behaviors.

Campaign InsightEvery December all supermarkets have a very emotional Christmas commercial that is about celebrating the holidays together. Wakker Dier responds to that with a story that animals desire the same.

IdeaOur 45-second TV commercial and one-minute online ad resonate emotionally with viewers, highlighting the universal desire for togetherness. The story of a mother cow searching for her calf on Christmas Eve contrasts the dairy industry’s practices with the holiday’s family themes, prompting viewers to rethink their consumption of animal products.

ImpactOur campaign has raised awareness about the separation of newborn calves from their mothers, motivating many to reduce dairy consumption. The commercial went viral, receiving over 1 million views on social media, positive feedback, and many new donations and supporters.

The ProcesCreating the commercial was an exceptional and low-budget project - everyone involved agreed to reduce their fees significantly to help advocate for better animal welfare. The production was complicated due to the current political climate, and working with animals required considerable effort to organize. Initially, it seemed unlikely that we would succeed: finding a cooperating farmer, with a pregnant cow in winter, and coordinat­ing the film crew to be present at the exact moment of birth.

WE MANANAGED AFTERALL! :)

BackgroundANWB is a socially engaged organization and makes a positive contribution in the fields of mobility and holidays & outings. ANWB helps in the areas of safety, sustainability, and accessibility.
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Campaign InsightWe see that the number of bicycle accident victims ending up in the hospital has increased by 35% over the past 10 years to approximately 50,000 in 2019. Children form a high-risk group in this regard.
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Campaign PromiseBy focusing on ‘Every child safe on the bike’ this year, we aim to improve the traffic safety of children on bicycles and create broad awareness among members and non-members. This initiative will significantly enhance children’s safety while cycling, making the roads safer for our youngest and most vulnerable cyclists.
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Societal impactIn 2021, we want to strengthen our social engagement connection to the ANWB brand. In line with our goals regarding (bicycle) traffic safety, we are focusing on the traffic safety of children on bicycles in 2021.
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Why we are campaigningBy focusing on ‘Every child safe on the bike’ this year, we aim to improve the traffic safety of children on bicycles and create broad awareness among members and non-members. This also helps us to highlight the societal aspect of ANWB within a theme that logically fits with us.

The TVC had a significant impact on its viewers—both on television and on social media—due to its natural and believable direction. This led to an awareness of the fact that children are vulnerable in traffic because the streets are becoming increasingly busier, and children (still) have low cycling and traffic skills.

In this commercial for the all-new BMW i3, we opted for a refreshingly unique approach: rather than relying on thrilling driving shots, we captured the essence of the vehicle’s experience through a simple conversation between two men in a café.
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The commercial was so successful in the Netherlands that BMW decided to launch a second media buying round, allowing it to be broadcast on television for an additional month. Due to this success, the commercial was also shown in cinemas and on television in Spain.

Douwe Egberts brings people together. They tasked us with creating a commercial to be aired in the lead-up to National Neighbor Day, a day that focuses on community spirit.

The commercial was received so well that Douwe Egberts decided to use it again in the following years.

BackgroundDura Vermeer had recently formulated its WHY in text; why did you work for Dura Vermeer? For some, it was the opportunity to work on beautiful projects, for others, it was the security of working for a family business, and for others still, it was the desire to change the world through sustainability, digitalization, innovation, or social engagement.

AssignmentWe wanted a film that put the people of Dura Vermeer at the center, reflecting our WHY. It should have shown what drove them and motivated them to work for our company. The film should have touched your heart and resonated with everyone, from office staff to construction site workers, from home builders to asphalt pavers, from directors to construction site employees. The film should have made us all proud because, as an organization, we did fantastic things. It was important to show the diversity of our organization: young and old, men and women, black and white, from different backgrounds.
It had to be clear that we were a construction company active in residential construction, commercial construction, infrastructure, and engineering, but a very special one: one that revolved around people. The film should have also inspired people to come and work at Dura Vermeer, purely because of our profile.

KPIsMainly engagement: recognition among employees, recognition among clients we worked for, recognition among partners and suppliers (potentially inspiring), and the pull factor for potential candidates to come and work for us.

Consumer InsightProfessional clients choose Dura Vermeer for quality, reliability, continuity, and keeping promises. They do business with us because we are a pleasant partner to work with, think along, are open to new ideas, and because we are socially engaged and know how to connect socially and commercially in a good way. It is also important that the young generation coming to work with us has a need for purpose, meaning, and recognition, and wants to work for a company committed to a stronger and more sustainable world.

PropositionWhat we do, we do with passion, enthusiasm, and a focus on people. What we do, we do with respect for people, the environment, and society because long-term continuity means everything to us. If we go for short-term quick wins, we shoot ourselves in the foot. In short, we think carefully about what we do and can do it well because we are independent and want to remain so. This provides room for entrepreneurship and creativity.

Key ResponseThis is an organization that cares about people, thinks about its impact on people, the environment, and society, and is not only concerned with prosperity but also with well-being, happiness, and inclusivity. Note: we want to present ourselves as modern, contemporary, vital, and sustainable, but in an honest way. We also have an asphalt plant that is bad for the environment and the people in the area. We need to address this and are working on it. The same goes for asphalt. In residential construction, we see a trend towards nature-inclusive, involved, green, and building strong neighborhoods and safe infrastructure.

BackgroundStartpage is a Dutch search engine company that highlights privacy as its distinguishing feature.

IdeaFor the release of Oliver Stone’s film SNOWDEN, which tells the true story of former NSA contractor Edward Snowden, who became a global figure in 2013 when he leaked classified information about the extent of the NSA’s global surveillance programs, we created a unique awareness campaign.

Since Snowden advocated for the right to privacy, we collaborated with Snowden and the film marketing team to create an awareness campaign. This included an experiential video featuring everyday citizens from around the world sharing their views on what privacy means to them in relation to their online activities.

The ad was placed before the screening of the film SNOWDEN in cinemas across the USA.

Background The Flower Council inspires and informs consumers about the positive effects of flowers and plants on health and happiness, stimulating demand for flowers and plants in various European countries. We achieve this by communicating about flowers and plants and uniting the horticulture sector.

IdeaIntroducing Vitamin Plant For Men – a limited edition lifestyle product designed for the conscious, modern man. The campaign, with its stylish look and playful tone, uniquely taps into the trend of grooming products for men.
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We aim to captivate modern women with this quirky and engaging campaign. Our target audience loves seeing attractive young men and is intrigued by their insights on lifestyle products, their personal experiences, and feelings.

ProblemWith the change of seasons (autumn, winter, and cold spring), kids suffer from respiratory viruses like colds and flus. The most common symptoms are coughing, stuffy, and runny noses. Not very comfortable.

SolutionRegular nebulizers are often used to treat these symptoms effectively. However, these nebulizers often look very medical and are therefore less accessible to children. A kid-friendly nebulizer sounds like the perfect solution to help children recover faster.

InsightOf course, we focus on the wish of the mom (and dad) to have healthy kids. But we also added a benefit for the parents as well (for example: “have their sleep back”). This is based on the insight that “moms are so involved with their kids, they forget about themselves.”

IdeaWe introduce Nami The Cat as a character. He tells his story in a playful way. By showing his value to the family he lives with, he also tells the Omron story.

Cat videos are still the most-watched videos in the world. After Cheshire Cat, Garfield, and YouTube phenomena Grumpy Cat, we are going to introduce a new star: Nami Cat.

Nami is a friendly house cat with very special powers. He helps kids get better from a cold, stuffy nose, or the flu. Nami supports them when they are ill. He is a true family friend with a little attitude. Cute on the outside, powerful on the inside.

Belle and the Beats

This production marks Victron Energy's debut into fully 3D CGI-designed high-end product videos, aimed at showcasing their cutting-edge IP65 battery.

This production marks Victron Energy's debut into fully 3D CGI-designed high-end product videos, aimed at showcasing their cutting-edge IP65 battery.

This production marks Victron Energy's debut into fully 3D CGI-designed high-end product videos, aimed at showcasing their cutting-edge IP65 battery.

This production marks Victron Energy's debut into fully 3D CGI-designed high-end product videos, aimed at showcasing their cutting-edge IP65 battery.