| Title | ? EVERYONE |
| Brand | HEMA |
| Product/Service | T-SHIRT & LOVE |
| Category |
D02. Small Scale Special Solutions |
|
Entrant
|
XXS AMSTERDAM, THE NETHERLANDS
|
|
Idea Creation
|
XXS AMSTERDAM, THE NETHERLANDS
|
|
Production
|
XXS AMSTERDAM, THE NETHERLANDS
|
Credits
| John de Vries |
XXS Amsterdam |
Creative Director |
| René Verbong |
XXS Amsterdam |
Creative Director |
| Joram Helmer |
XXS Amsterdam |
Strategy Director |
| Chantal Spieard |
Fotoformation |
Photographer / Director |
| Robin Verhoek |
XXS Amsterdam |
Account Director |
| Julia Zijderveld |
XXS Amsterdam |
Agency Producer |
| Robbert Boom |
XXS Amsterdam |
Agency Producer |
| Martine Verhaar |
HEMA |
Campaign Manager |
| Pauline Marres |
HEMA |
PR Coördinator |
| Francis Oud |
XXS Amsterdam |
Account Manager |
Brief Explanation
Our societies are becoming divided and some politicians are encouraging prejudice. As the department store for everybody, HEMA believes that you should love everybody.
For Pride Amsterdam, the festival for equality, the brand created thousands of t-shirts with a random name on it. Each with a heart in front of the name. We put them in unmarked packaging, so people couldn’t tell which name was on the shirt. Ten thousand people bought the shirt, carrying out the message: love everybody. Regardless what their color, age or sexual preference is.
HEMA earned a PR value of 732,000 euros with 0% being negative, good for a 3700% return on advertising spend. On the week of the Pride we sold 10,000 shirts, which meant 1 out of 56 attendees was wearing our shirt that day. The shirts cost 10 euros, resulting in a 100,000 euros donation to the Dutch COC.