Pioneering Amsterdam agency INDIE recently launched a new campaign for the Dutch brand Bolletje Knakerbrod and decided to chuck in a refreshing twist on the agency model to boot. (No fear with these guys!)
After the idea of featuring famous comedian André van Duijn in the campaign had been booted round the office for a few days, the INDIE team hit upon the maverick idea of actually including van Duijn in the entire creative process, from start to finish. Why? The only real question for the INDIE team was why not?
After the idea of featuring famous comedian André van Duijn in the campaign had been booted round the office for a few days, the INDIE team hit upon the maverick idea of actually including van Duijn in the entire creative process, from start to finish. Why? The only real question for the INDIE team was why not?
In trailblaizing fashion it was out with the standard creative team and in with a famous comedian, producing an interesting new take on the creative model, and a refreshingly new creative environment for the agency team.
We talked to INDIE head honcho Lode Schaffaer about the campaign and how it came together.
The new Knakerbrod campaign was an interesting one… You guys sort of altered the usual agency model for this – how did this come around!??
We are just always on the lookout for a different point of view – it can be very refreshing to get an outside perspective. Working with fresh minds like industrial designers, a comedian, a child-book writer enabled us to escape from traditional advertising patterns.
For us brainless limeys – who was the famous comedian that you involved?
André van Duijn, world famous, but only in the Netherlands...
Do you think that the outcome was better as a result?
The outcome was less predictable. We were able to create a new way of integrating packaging, online and also took a new approach to TV ads, opening ourselves up and allowing different animators and directors from Holland, the US and the UK to work together more freely.
Is this something that Indie is keen to further / pioneer?
This way of working - being open to fresh talent from outside the advertising world - is at the heart of Indie. This is only the beginning. The more we can veer off the predictable pathway of advertising, the brighter the future for us and our clients.
Who else would you love to work with!?!
Depends on the project. We did a banking project with Noreena Hertz and now we are talking to musicians, spiritual thinkers and entrepreneurs for a Ben and Jerry’s project. But artists like the people from Greyworld (http://www.greyworld.org) are on my list…
Do you think that the industry is still afraid of change?
I’m afraid that the Industry is only human. Although we say we are looking for new ways, a lot of people are still holding on to safety. We say Safe is Unsafe. Open-up to new ways of thinking, new media and new refreshing approaches. In these times of crisis it’s logical to have a tendency towards more conservative ways of working, but that will only make things worse.
Can you think of any campaigns where the traditional industry model has obviously suffocated / stifled creativity?
All the campaigns that I can’t think of right now… I’m afraid there are quite a lot of them. They offer nothing to make them memorable.
We love innovation at The Reel – what is next? Excite us!!
Well, that would be telling… you’ll have to just wait and see! But, you will definitely be eating more ice-cream next year!
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