most brands operate in a world that no longer exists

The well-known ‘Zwitserleven feeling’ commercial in which someone floats on his own in his sailing boat is a thing of the past. And rightly so, because for a Turkish over-65 family man (or woman!) this is something he would not identify with. We see more cross-culturals in advertising campaigns. But with this term we are not just talking about Moroccan, Surinamese or Turkish Dutch. But also about people with Italian, Hindustani, Cape Verdean, Chinese or English roots. We also see elderly people and people with disabilities walking fashion shows. Inclusion is clearly a ‘thing’. But different needs are hardly taken into account, therefore we cannot speak of a truly integrated approach.

The current campaign reducing the taboo on depression is definitely ‘not okay’ for a Hindu girl.

the Netherlands today
This kind of advertising no longer fits the Netherlands of today. How to appeal to cross-cultural consumers in addition to the ‘Hollandsche’ target group? That starts with taking their specific needs into account. Through an integrated approach, mainly by looking at what these consumers have in common. This way you reach a larger part of the Dutch target group. Great for everyone.

we are the generation of mixed cultures

We name it cross-culture. We understand the specific beliefs, values and needs of a generation coming from the fusion of different cultures. We are fluid, we have the ability to move in and out of various cultures. 
Whether we have travelled or because of our cross cultural roots we have a different approach. We are curious, open minded and believe in cross-cultural connections. We love crossing borders.

partners:
Anilda da Cruz & Wendy Hesseling

 

 

what we do

  • from panel research to target group analysis

  • from communication strategy to creative concept

  • from commercial to social

  • from print to website

  • from brainstorm to training/workshop 

 

our clients:

clients

cases

student recruitment from the heart

opdrachtgever: UvA – Faculty of Law
opdracht: strategy, concept & development

Muiderslot Castlethe most inclusive museum of the Netherlands

opdrachtgever: UvA – Faculty of Law
opdracht: strategy, concept & development


the biggest recruiter of the Netherlands

klant: Ministry of the Interior & Kingdom Relations
opdracht:
consulting


put the Municipality of Amsterdam Zuidoost to work to find you work

client: Municipality of Amsterdam
assignment: strategy, concept & development

De Ongenode Gast
how hospitable is your neighbourhoord?

client: Municipality of Amsterdam
assignment: strategy, concept & development