|Entrant||N=5 Amsterdam, THE NETHERLANDS|
|Idea Creation||N=5 Amsterdam, THE NETHERLANDS|
|Media Placement||MAAK Amsterdam, THE NETHERLANDS|
|Media Placement 2||MINDSHARE Amsterdam, THE NETHERLANDS|
|Media Placement 3||HILL+KNOWLTON STRATEGIES AMSTERDAM Amsterdam, THE NETHERLANDS|
|Media Placement 4||DIGINED Amsterdam, THE NETHERLANDS|
|Production||N=5 Amsterdam, THE NETHERLANDS|
|Production 2||SUPERHERO CHEESECAKE Amsterdam, THE NETHERLANDS|
|Production 3||PUPKIN FILM Amsterdam, THE NETHERLANDS|
|Daniel te Lindert||N=5||creative|
|Olaf van der Geld||N=5||creative|
|Jan Jesse Bakker||N=5||interactive designer|
|Anthony Goodwin||-||interactive designer|
|Renoud Netjes||N=5||motion graphics designer|
|Silvia van Hooft||N=5||strategy director|
|Bastiaan Weers||N=5||strategy director|
|Ralph Balk||N=5||Account Director|
|Dewi van der Kolk||N=5||account manager|
|Anouk Zink||N=5||client service director|
|Jasper Baartmans||N=5||innovation director|
|Monique Neuteboom||N=5||RTV producer|
|Jordy van den Boom||N=5||ux|
|Giancarlo Sanchez||-||director (film)|
|Roel van 't Hoff||-||Cameraman|
|-||The Ambassadors||Sound Studio|
|-||Big Orange||Sound Studio|
The CampaignEvert_45: a boy who tells his story on social media, from 1945 What better way to engage young people and show them that our freedom is our most valuable asset. During national liberation celebrations in the Netherlands this May, Evert_45 did just that. Evert_45 is an immersive campaign played out as an ongoing series on Instagram, YouTube and on the website evert45.com. Evert’s war story is an account of his journey to find his brother in hiding after escaping a German labor camp. The narrative of the online campaign was carefully crafted from numerous insightful interviews with World War II veterans, as well as historians and teachers. It is in fact the end result of a Dutch newspaper article entitled ‘It’s up to you to keep this story alive’ featuring interviews with elderly resistance fighters.
Creative ExecutionReal historical stories Even though the character Evert_45 is fictional, his story was based on true stories of ordinary Dutch people from the Second World War. Historical accuracy was safeguarded by historian Dr. J. Rosendaal. And during development it was tested by experts and stakeholders (e.g. veterans, teachers, National Committee for 4 and 5 May, and the Dutch Resistance Museum). Content = king The content of Evert_45 can be found on his own YouTube and Instagram channels. The media consumption of young people was used to determine the frequency, duration and location of the content. It was aligned with the way they would view content from ‘normal’ vloggers. Thanks to an overwhelming response in both volume and interaction among young people, teachers across the Netherlands are embracing this new way of exploring history and Evert_45.com is due to be included on the Dutch school curriculum as of 2018.
Young people voluntarily watched 1.3 million minutes worth of history lessons The story of Evert_45 connects powerfully with young people. We wove their visual language and day-to-day interests (pranks, foodie shots etc.) into the historical narrative. This led to Dutch youngsters voluntarily watching over 1.3 million minutes of history lessons within three weeks. Young people, as well as their parents and teachers kept asking for more and longer content. Teachers even opted to teach about World War II using Evert_45’s story, and it’s due to be included on the Dutch school curriculum as of 2018. The Evert_45 initiative also had a positive impact on KPN’s brand image. On the most relevant association statements, the scores among those who recognise the campaign are significantly higher than the annual average. The initiative shows that KPN makes society better, through technology, and it contributes to the feeling of safety which the brand evokes.
KPN connects Dutch generations As a telecom provider, KPN is rooted in Dutch society. It has been connecting generations for decades. And as a Royal company, it is keen to help pass on Dutch history. Moreover, KPN has also been specifically associated with freedom, since 2014. With the tagline ‘Feel free’. And with social initiatives in which technology facilitates freedom. That's why KPN feels a responsibility to help pass on stories from WWII to the youngest generation. Speaking the language of today Stories about the past are often told in the language of the past. They thereby miss a connection to young people. They were written and/or told by previous generations. If we want to reach young people with the stories of the past, we have to do so with the language of today. Through the channels where they search for information and find inspiration: YouTube, social influencers and Instagram.
Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work.
The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.
PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.