student recruitment from the heart

client: UvA – Amsterdam Law School
strategy, concept & execution

The Amsterdam Law School is socially involved and is located in the middle of the legal center of the Netherlands. Recruiting students requires a new campaign. An opportunity The X Culture Club naturally seizes with both hands.

But how do you take an increasingly heterogeneous group of young people between 16 and 20 into account? And how do you establish awareness and conversion?

The new campaign reflects the geographical location and social character of the UvA. The Amsterdam Law School is after all located in the heart of the legal center of the Netherlands and is socially involved.

The X Culture Club developed a notable social media campaign for prospective bachelor and master students. The focus is on legal themes that are appealing to young people. A campaign landing page on the UvA site provides more in-depth knowledge on several cases. Conversations with our target group show that new students choose the UvA because of the location and the collaboration with the best legal partners.

The socially involved nature of the UvA is important to them, but not the main reason to choose for Amsterdam Law School. The UvA’s status is a very important aspect for cross-cultural youngsters and their environment. In particular, the critical role that Amsterdam Law School plays in society and the high quality of teachers. Amsterdam Law School is very practical: one day you’re in the training court, the other day you work on real and current cases with important law firms and other legal heavyweights.


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how hospitable is your neighbourhood?

De Ongenode Gast

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


social scripts

In this awareness campaign, the City of Amsterdam wanted to make it clear to all of its residents that feeding birds or ducks attracts rats. Amsterdam has a large cross-cultural community and in discussions with its residents, we have had some interesting feedback. In the Muslim religion, for instance, it’s not allowed to waste food. In general, most cross-culturals and also the native Dutch are careful not to throw away food.

Of course, an unhygienic association with rats is bad for a neighbourhood’s image. That is why we have chosen to highlight the problem in a positive light. The use of the term ‘hospitality’ is something that cross-culturals are proud of. They always cook a little bit extra food for unexpected guests. This tongue in cheek attitude shows the undesirable and unexpected results that this can cause.

The campaign consists of posters that are placed in places where this problem occurs. In addition, films on social media are used and there is a website with tips for residents about what they can do with food leftovers in their neighbourhood (old bread recipes, smart purchasing, sharing food, freezing bread, etc.).

our clients: