Greenpeace, FishMates

Client: Greenpeace
Case: FishMates, For dry feet and happy oceans!
My Role: Strategy, Concept, Art direction

Problem
Greenpeace wanted to approach a younger target audience by activating their brand on several national summer festivals throughout the Netherlands.

Insight
The best brand activation concepts on festivals are those that give people the solution to a (latent) problem (DE koffiewekker, Wrangler Laundromat, Nokia oplaadpunt).
Normally Greenpeace focuses on showing the problems of the world. This brings a negative association with the Brand (Festival people want positive, happy thoughts)


Concept
‘FishMates’. Special environmentally friendly rubber boots for festivals. These happy boots are illustrated by five different cool artists. Each boot has a unique design and represents a story about the ocean. Strategically the boots show solutions to ocean problems instead of focussing on the negativity of the problems itself. The colourfull fashion-items are sold throughout several summer festivals, in a special ‘submarine’ stand, and via a special website. A large free publicity campaign and a print campaign were developed to raise awareness and position the FishMates.

At the festivals people can also win special customized FishMates by famous artists. By filling in their personal data on a special FishMate card they have a chance to win.


Result
The unconventional approach produced massive PR attention. The FishMates were enthusiastically received among the target audience by many fashion and lifestyle blogs and magazines. The positive message resulted in a very high number of visitors at the festival stand. There were more leads collected then any year before.

More on this case
Campaign site: http://www.greenpeaceweb.org/fishmates/site/
Webshop: http://www.greenpeaceshop.nl/pages/bulkgroup/s2/laarzen.aspx
Pictures: http://www.flickr.com/photos/usualsuspects/sets/72157606100995476/

More
http://www.reclameweek.nl/marketing-nieuws/fishmates-usual-suspects-groen-succes-(7736).html
http://www.molblog.nl/marketing/7294/fromfeed

Endemol, Special Delivery

Client: Endemol
Case: Special Delivery
My Role: Strategy, Concept


Problem
Find a way to generate traffic to the Endemol Stand during the MIPTV festival in Cannes.

Insight
Use a smart guerrilla action to draw attention and stand out on the advertising overloaded Boulevard of Cannes.

Concept
‘Special Delivery’. Two teams of trained dutch actors faked to be delivery men. They crossed the streets driving around with a huge wrapped, gold-coloured ‘1’ on a hand-truck. They acted to be very clumsy and caused as much consternation as possible on the streets in front of the fair entrance. They kept asking anyone the way to the Endemol stand.

Result
They drew very much attention. People took lots of pictures of the strange delivery teams.

More on this case
http://www.flickr.com/photos/usualsuspects/sets/72157606101315046/

Getty Images / Massive Music, Massive Wednesday 2008

Client: Getty Images / Massive Music
Case: Massive Wednesday 2008
My Role: Creative

Massive Wednesday is a Massive Music / Getty Images cliënt-event and is a true legend in Cannes, during the international Cannes Lions advertising festival. Like every year it's the challenge to find a new, highly creative way to make this event the most talked about. This comes with choises for a central theme, the worlds best upcoming DJ's, and highly creative invites and artwork.

More on this case
http://www.massivewednesday.com/2008/
http://ikben.joskoomen.nl/blog/tags/massive-music/