THE WHAT: 360° Campaign
THE WHEN: World Cucumber Day 2017
THE WHERE: Petit Panache Amsterdam
THE HOW: Brand activation, pop-up bar, press tour, consumer event, PR, marketing, event management

THE MILLION DOLLAR QUESTION
How do we gain exposer and offer tastings for Hendrick’s Gin while educating and reaching ‘new drinkers’, through the most curious and cucumberish brand experience?

THE GAME PLAN
We'll open a curious cucumber zoo, of course. As an alternative for the global 'Adopt a Cucumber' campaign, we've created another unusual activation to celebrate cucumber day. After introducing world’s biggest, smallest and most unusual cucumber zoo coming to Amsterdam through a bartender kick off night, press event, PR and social media, consumers visited a zoological pop-up bar and sipped Dr. cocktails for five days. Dr Maximilian Montague Medwin - cucumber expert and actor - arranged guide tours along all curious cucumbers, like the mythical 18-carat golden mistress looking for a new owner.

THE SUCCESS
All reservations slots fully booked before the event
Reach of 3.786.553
34 media publication including Metro, Parool, 3FM, Esquire, ELLE, Entrée
276 social media posts

THE WHAT: On-trade campaign
THE WHEN: 2015 - present
THE WHERE: Made in Amsterdam, going all over The Netherlands
THE HOW: Pressure cooker sessions, activations, trends, concept development, marketing, PR, on-trade training

THE MILLION DOLLAR QUESTION
How can we showcase Nespresso to both the OOH user and its guests, while generating leads?

THE GAME PLAN
First coffee? Nah. To find out what on-trade users look for in coffee and partnerships, we gathered the greatest of Amsterdam's hospitality industry for a pressure cooker session. Second… coffee! We've used our findings to add extra value to the OOH range of Nespresso. Nespresso Bespoke Coffee offered guest a chance to customise their drink with one of the 13 blends, through a foolproof ‘find your favourite’ menu. Instagrammable Bespoke Coffee Serves and Bespoke Cocktails made sure guest hashtagged away. The three pilot venues received a starter package including branding, made to measure (menu) designs and training.

THE SUCCESS
A unique concept that is still growing today
Nespresso Bespoke spread across The Netherlands
Renewed attention among on-trade user

THE WHAT: Rebranding
THE WHEN: 2015
THE WHERE: Amsterdam
THE HOW: Brand bible, house style, packaging design, tone of voice, social media strategy, photo shoot

THE MILLION DOLLAR QUESTION
How can we redesign the Damrak house style - using some consisting elements – to give it a more authentic, Amsterdam look and appeal to a younger audience?

THE GAME PLAN
With the consisting logo and colours of the bottle as our starting point, we’ve created a whole new brand identity. Uniting the past of Amsterdam and Damrak Gin with this Dutch present of the metropolis. All information got wrapped up in a nifty little brand bible covering colour use, tone of voice, imagery, background information, packaging, and the new tagline; The best DAM gin. Never to be forgotten or misused.

THE SUCCESS
International document for all brand communications
The best DAM designs

THE WHAT: 360° Campaign
THE WHEN: 2015
THE WHERE: INK Hotel & Pressroom
THE HOW: Pre-opening, event, activation, press

THE MILLION DOLLAR QUESTION
How do we let this city – Europe! No, the world! - know a hotel is closing, opening and looking for a bunch of new people while introducing our brand through storytelling?

THE GAME PLAN
Let's start with a bang. Quite literally. Let's start with a demolition party! Grabbing the attention of our young adventurous guests to-be by the b*lls, we went out with the old and in with the new. The party included locker lottery, a 1-minute take-it-all room, a demolition room, music, photo booths - the whole sheBANG!

THE SUCCESS

THE WHAT: 360° Campaign
THE WHEN: 2015
THE WHERE: INK Hotel & Pressroom
THE HOW: Pre-opening, event, activation, recruitment, online marketing

THE MILLION DOLLAR QUESTION
How do we let this city – Europe! No, the world! - know a hotel is closing, opening and looking for a bunch of new people while introducing our brand through storytelling?

THE GAME PLAN
What's your story? That was the main question in the recruitment campaign for INK Hotel, inspired by the hotel's tagline: Where stories are yet to be written. INK was not looking for regular old employees, but those who are the main characters in their own tale. The campaign included a video distributed on multiple social media channels and a campaign website, inviting possible candidates to share their story through video, text, drawings, mood boards or whatever.

THE SUCCESS
400+ applications
160 invitees for the recruitment day
A whole new team

THE WHAT: 360° Campaign
THE WHEN: 2015
THE WHERE: INK Hotel & Pressroom
THE HOW: Opening, event, activation, press

THE MILLION DOLLAR QUESTION
How do we this city - The world! - a hotel is closing, opening and looking for a bunch of new people while introducing our brand through storytelling?

THE GAME PLAN
Good morning, sexy! Amsterdam went on an early morning rave including snorting cacao, coffee cups that might contain vodka, dance-acts in negligees and DJ's in bathrobes. All early birds were approached through a multichannel inviting process - including digital invites, a hard copy invite with an alarm clock going off one hour before the party was supposed to start, and a wake-up text message.

THE SUCCESS

THE WHAT: On-trade campaign
THE WHEN: 2015
THE WHERE: Europe
THE HOW: Brand activation, contest, bartenders, trade, marketing, press

THE MILLION DOLLAR QUESTION
How can we add value to the Libby brand among trade users, while increasing profits?

THE GAME PLAN
A brand new European competition challenged bartenders to take the next step. You've got your techniques and spirit knowledge down - how about the glassware? Glassology highlighted the importance of the glass when you’re creating cocktails. Libby dared bartenders to design a cocktail and the glass that would enhance the flavour of its contents. A competition website and the Facebook community guided contesters – the Glassologists – during the competition.

THE SUCCESS
12 participating countries
45 contestants
5000 bartenders in the Facebook community

THE WHAT: Brand bible development
THE WHEN: 2016 – 2017
THE WHERE: Amsterdam
THE HOW: Brand bible, house style, design, copy writing, tone of voice, social media strategy, photo shoots

THE MILLION DOLLAR QUESTION
How can we redefine the Galliano brand feel and take it into the 21^st century with a more modern yet classy look and feel?

THE GAME PLAN
Over the years, Galliano has developed quite the collection of brand guidelines, designs and brand assets. Let’s dust off the good old and create some unity, shall we? We didn’t stop at just straitening up some guidelines. We dove into Italian traditions, creating a brand world that goes beyond the Harvey Wallbanger or the Golden Cadillac, covering all moments when one would sip Galliano. Everything was all wrapped up in a bible that acts as a guideline for all Galliano associates around the world when it comes to tone of voice, design guidelines, social media strategy, PR, on-trade activation concepts and much more.

THE SUCCESS
A beautiful online and hard-copy document
International guidelines
A lot of Galliano moments

THE WHAT: Event
THE WHEN: 2016 - 2018
THE WHERE: De Foodhallen Amsterdam
THE HOW: In-house activation, event, press, online marketing, consumers, copywriting, social media

THE MILLION DOLLAR QUESTION
How can we still appeal to the local target audience while maintaining our position as a tourism hotspot?

THE GAME PLAN
Local or tourist, everybody should fall in love with The Foodhallen. As a popular dating spot, we’ve decided to turn The Foodhallen into The Flirthallen for Valentine's Day three years in a row. The place to for singles when the world acts all lovey-dovey. Our love potion? In-house programming of flirty events and as much spin-off as possible. Online as well as off-line Over the past years The Flirthallen hosted dating-shows, set up speed-dating rounds, closed marriages (for one day), made dream dates come true, and had a real-life cupid go around to play matchmaker.

THE SUCCESS
The place to be for young, single Amsterdammers during Valentine's
Press coverage including AT5, Parool, Lexa.nl and YLBB

THE WHAT: Launch
THE WHEN: 2017
THE WHERE: Amsterdam & Rotterdam
THE HOW: Bartender activation, design, press, campaign, social, video, on-trade event

THE MILLION DOLLAR QUESTION
How do we launch the new Drambuie bottle and get bartenders to start using this whisky liqueur in cocktails again?

THE GAME PLAN
Some stories are two-parters. This is such a story. First, we took over Mystique (now Pigs & Punch) to party like it’s 1966 with 60’s soul bands, vinyl DJ’s, Rusty Nails and 60 bartenders, press relations, creatives and influencers. Second, global brand ambassador for Drambuie, Freddy May, hopped on his bike to visit the 10 best cocktail-bars in Amsterdam & Rotterdam. At every bar, he swapped the old bottle for a new one and had the head-bartender creating a signature drink with Drambuie on the spot. In his wake: a film-crew to shoot a promotional video.

THE SUCCESS
The best bartenders in The Netherlands dusted off their bottle of Drambuie
A listing on the menu of one of world's best bars Tales & Spirits
Promotional and international video

THE WHAT: Marketing
THE WHEN: 2017
THE WHERE: Auckland
THE HOW: Event, activation, branding

THE MILLION DOLLAR QUESTION
After seventeen years, how do we reignite the unique Soul spark and create a revenue-generating concept that would beyond all doubt reclaim Soul's position as 'the place to be' and reinstall some of that shine?

THE GAME PLAN
We created PUNCH – a event that's putting the party in your Sunday lunch. Auckland's Sundays turned into Sindays. In a sea of Sunday brunches, where a mimosa with eggs bennie was the most exciting experience, PUNCH challenged the status quo and got Auckland's socialites, influencers and big shots partying away. PUNCH quickly became the 'must-be' event on the social calendar and managed to turn your average arvo into a full-fledged party.

THE SUCCESS
Consistently sold-out events
Publications in every major lifestyle media outlet in New Zealand
(User-generated) social media reach of 2 million

THE WHAT: Opening
THE WHEN: 2016
THE WHERE: Amsterdam
THE HOW: Pr, inviting, design, guest list, copy

THE MILLION DOLLAR QUESTION
How do we open not one, but two, restaurants for THE ENTOURAGE GROUP? Within three months? In the same hotel? And we’re not stealing each other’s thunder?

THE GAME PLAN
No second fiddle in this gastronomic orchestra. We’ve highlighted the distinct USPs of both restaurants within a carefully constructed PR timeline. Partnerships with the top of lifestyle, culinary and luxury media made sure everybody was writing – and talking – about both the places. A curated guest list, put the fame fuelled openings parties on every magazine’s society page. Yeah. Why have one event of the year, when you can have two?

THE SUCCESS
70+ publications including Vogue, JFK, Parool, Jan, NRC, Telegraaf, RTL Boulevard
500+ relevant people attending the party
Reach of 28.550.000

THE WHAT: New menu launch
THE WHEN: 2018
THE WHERE: Amsterdam
THE HOW: Pr, reviews, concept creation,

THE MILLION DOLLAR QUESTION
Though, the dishes may be better than ever guest are staying away. What to do?

THE GAME PLAN
Make them eat art! Together with chef Sander Bierenbroodspot and the team of Bluespoon, we created ‘video art la carte’. A menu inspired by the collection of cinematograph artworks of Andaz Prinsengracht. This new edible exposition gained attention through pitches, a press release and reviews. And because of its Instagrammable looks, no one could resist to snap a shot of this masterpiece.

THE SUCCESS
Mentionings in editorials of major trade magazine Entree
20+ publications including LINDA, Forbes, Telegraph and Grazia
Reach of 2.180.002

THE WHAT: Launch
THE WHEN: 2018
THE WHERE: The Netherlands
THE HOW: PR, editorial tour, tastings

THE MILLION DOLLAR QUESTION
How do we gain lots of attention NOW for this new whisky while being on a tight budget?

THE GAME PLAN
Let’s get a low-cost show on the road; organising whiskey tastings at several editorial offices within Amsterdam while pitch-perfectly pitching the story from different angels to relevant press relations. A focus on online media made sure results were both fast and fabulous. Due to the teams’ close relationships with relevant press, we’re able to get maximum result with limited funds.

THE SUCCESS
30+ publications including Het Financieel Dagblad, Parool and Esquire
Reach of 6.285.584

THE WHAT: Opening
THE WHEN: 2018
THE WHERE: Amsterdam
THE HOW: PR, event, opening, design, inviting

THE MILLION DOLLAR QUESTION
BAUT hits the road once again. How do we generate attention opening the fifth location of this travelling restaurant?

THE GAME PLAN
BAUT has never been just about food and drinks. As of its launch at the Wibautstraat, BAUT blurred the rules of what a restaurant and bar should be. The culinary nomads led by Michiel van der Eerde took it to a whole new level in de Spaarndammerbuurt. BAUT number five puts art on the menu with extensive programming. To launch this 5.0 version of a travelling restaurant, we arranged a press dinner 5.0 with a guest list as diverse as BAUT itself. Press, bloggers, influencers, artist, writers and foodies met each other to have a taste of BAUT.

THE SUCCESS
Exclusive interview with Het Parool
50+ publications
Reach of 12.978.900

THE WHAT: On-trade
THE WHEN: 2014 - onwards
THE WHERE: The Netherlands
THE HOW: Brand activation, trade, PR, consumers, events, development, entertainment, brand experience, community

THE MILLION DOLLAR QUESTION
How would we promote the infamous Heineken brand to consumers with an on-trade event that appeals to business owners?

THE GAME PLAN
With a Spanish best practice in mind, we've developed a concept suiting the suited of Amsterdam. Heineken Afterwork put after work drinks back on the calendars of local offices. Entrepreneurs, colleagues and business relations gathered to meet while drinking an ice-cold Heineken. Firing-up some of the slowest hours for restaurant owners. The first round? On the house. After successful editions in Amsterdam, Heineken Afterwork spread across the country making everybody wonder: 'Is it 5 o'clock yet?

THE SUCCESS
An incredibly popular concept
Continuously sold-out events
A community of 14.000 'afterworkers'