Projects
Dive into my work with a little more context, and snazzy casemovies to boot!
A mixed reality Minecraft portal
To convince moviegoers to forsake popcorn in favour of Doritos we got a tiny bit ambitious. And built a mixed reality AR experience that let Minecraft fans scan a physical Minecraft portal, step through it in real life and enter the Nether on their phones, just like in the movie, and the game. In our version you’d mine Doritos, craft the sword and destroy the bridge and holding back the Piglin army. Participants in the Netherlands and Belgium competed to win a solid gold square Doritos worth €1000.
We turned the Netherlands into the Nether lands.
400.000 plays
42.5 mln impressions
+27% brand awareness
+185% movie night association
A vending machine that accepts Pickles
How do we get pickle haters to try the new Heinz Pickle? By hacking their pickle hating behaviour. On National burger day we placed a special Heinz vending machine on the busiest burger squares in Amsterdam and Rotterdam. Pickle haters pickle their pickles off their burgers. We just gave that otherwise discarded pickle a new destination: Put it in our vending machine and trade it for a bottle of Heinz pickle!
68% new category buyers
70% trial increase post launch
10+ new AFH clients
pickle haters: successfully converted
Ready to roll croissants for cats & dogs
When Danerolles turned 50 they wanted to once again prove their ready to roll home bake goods are for the entire family. What better way to celebrate this then finally making their deliciously golden brown breakfast items really accessible to the ENTIRE family. By adding products for cats and dogs. By removing salt and replacing the butter for salmon oil and beef fat the ‘Animal Danerolles’ not only became pet safe, they support a healthy, shiny fur as well!
Eurail Sound Tracks
Just like Danerolles, Eurail was turning 50 years old as well. One ticket to give unlimited access to Europe’s entire rail network. We wanted to somehow throw a party on every train, on every track, in every European country, on each day, of the entire year. Enter Sound Tracks. A real time adaptive audio experience that generates a unique sountrack for every single traveler based on their location, surroundings, time of day and even the weather. You could travel from Norway to Portugal, Greece, and back (about 10.000 km) and never hear the same song even once.
A puffer jacket made from crisp bags
At the end of 2021, our mission was to reveal the winning flavour of the Lay’s IRF campaign. Flavours that had been on shelves for the entire year. People had voted for their favourites, there was nothing to reveal. So we flipped the context of the bags so there WAS something to talk about. The losing flavours were turned inside out, revealing their reflective silver side, and we stitched them into 10 highly fashionable puffer jackets.
And the puff? Crisp bags in the winning flavour of course.
5 million unique views
20 million press impressions
Engagement 2500% above benchmark
Best performing Lay’s campaign of the last decade