ABN AMRO x Dutch Design Week

At First Day of Spring, I worked on an ABN AMRO capsule campaign for Dutch Design Week in 2018. Despite the bank’s considerable contribution, their association with the event was largely under the radar. Our brief was to boost their status as a partner, we built a campaign on the Driving Dutch Design programme (DDD) aiming to help young, talented designers overcome obstacles in becoming successful entrepreneurs through masterclasses and coaching.

Each year, DDD selects 20 studios and designers to be a part of its curriculum. Our campaign revolved around three of these so-called ‘drivers’ and the comments and unwanted advice they received about the work they do and the careers they chose. This generally negative commentary holds back creativity. The campaign – dubbed Real drive is unstoppable – delivered video, out of home and long-form content, focussing on how designers refute this sort of feedback and how they reshape it into a source of motivation, rather than deprivation.

I was responsible for the interviews, produced the voice-over copy for the set of branded videos, and wrote copy for an accompanying out of home campaign (featuring digital OOH and billboards) shown across the city of Eindhoven during Dutch Design Week 2018.