Dutch Paper Questions Brand Flight

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Any newspaper can provoke commentary, but Dutch newspaper de Volkskrant literally hung its questions on the doorsteps of newsmakers at the heart of a national debate. In its latest campaign from Amsterdam agency Selmore, the newspaper took up a crusade to provoke the public into wondering where all the Dutch companies are going—by placing dual question marks on corporate offices in a late-night PR stunt.

The Amsterdam and Rotterdam headquarters of companies including Heineken, ABN-AMRO bank, Unilever, KLM and Philips were treated to special signage - a dual question mark - which the agency created in close likeness to the brands' own fonts and hung or else projected onto building facades. The effort was to draw attention to the discussion regarding the growing number of Dutch multi-nationals being acquired by foreign companies.

According to the agency, the campaign made Dutch national news channel RTL two nights in a row, got mention in over 4500 blogs and was even picked up by other Dutch newspapers. The stunt marked the beginning of a campaign that includes web film elements, TVCs and print elements. To discuss this article, visit the Creativity Forums.
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