Reclame Arsenaal Design & Branding AD CLASSICS by FHV BBDO Amsterdam


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Industry Shows, Events & Festivals
Media Design & Branding
Market Netherlands
Agency FHV BBDO Amsterdam
Executive Creative Director Martin Cornelissen, Mark-Marcel Müller
Released December 2010

Credits & Description

Category: Posters
Agency: FHV BBDO
Date of First Appearance: Dec 17 2010
Entrant Company: FHV BBDO, Amsterdam, THE NETHERLANDS
Executive Creative Director: Mark Muller (FHV BBDO)
Executive Creative Director: Martin Cornelissen (FHV BBDO)
: Christian Borstlap
Senior Copy Writer: André Dammers (FHV BBDO)
Media placement: Outdoor - OOH - 26-12-2010

Describe the brief from the client
Motivate people to visit the exposition “100 years of advertising classics” (ReclameKlassiekers) in a way that appeals to both regular consumers as well as to the people in the industry. Make the organisation behind the exposition, Het ReclameArsenaal, more known and relevant to the public. Do this without funds.

Describe the challenges and key objectives
Our challenge was to grasp the rich history of Dutch advertising in a single uniform campaign, and to present advertising as something that is worth exposing as a form of art and culture in a museum setting.

Describe how you arrived at the final design
The "when" concept is a tribute to advertising classics in Dutch history. It addresses the collective memory of a nation. It takes you back to the time when, for instance, women still sat on hoods of cars. The art direction is in the tradition of cultural museum posters to create a healthy tension between advertising and 'art'.

Give some indication of how successful the outcome was in the market
Over 70,000 people visited the exposition, more than the amount of people we had estimated (based on the maximum capacity of the museum).
The exposition was so successful it was extended to give more people the chance to visit.
The campaign got 1.4 million Euros worth of free exposure.
It gained well over half a million Google hits within just 6 weeks.
70% of Dutch people have seen the campaign during the campaign period and 60% found the campaign provocative and intriguing.