People screenshot the Bonus Folder to remember what they want. So we asked shoppers in Albert Heijn what’s on their screenshots this week, what they’re planning to buy and why.
People remember discounts better when they’re sung. So, why would we hide the deals in a boring flyer when we can just sing them out loud?
On Stories, we let people guess this week’s Bonus deal with a quick, playful tap.
ALBERT HEIJN BELGIUM
The problem
In Belgium, many shoppers didn't know that the Bonus Folder exist, and even fewer realize it refreshes every Friday. How do you drive people to it without falling back on another boring reminder post?
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The idea
Instead of one approach, we created five different ways to make the Bonus Folder impossible to ignore, each designed to inform, entertain, and trigger curiosity in its own way.
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The execution
We developed five distinct formats, each bringing the Bonus Folder to life in a fresh and engaging way, from street interviews and playful quizzes to singing, dancing, and more.
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Every execution highlights the weekly deals while naturally pointing people to the app, turning a simple reminder into a series of entertaining moments.
Because the Bonus Folder drops on Friday, we made a video on the “Friday” sound. Dancing through all the deals and bringing the bonuses to life.
Young Dutch people love abbreviations, they’re quick, playful and culturally recognizable. So to make the Bonus Folder stand out, it was rebranded as “BoFo,” and the entire message was written using Dutch-style shortcuts.
Money memes make everyday money habits funny and easy to relate to, mixing internet memes with real-life spending.
ING ALWAYS-ON
The challenge
How do you make younger audiences smarter with their money in a social environment where entertainment comes first and financial topics are often ignored?
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The execution
Through the always-on layer, we translated ING topics into platform-native content formats people already love to consume. From trend-driven content around the new debit card design and recognizable Hot Take logo, to relatable money POVs, memes around holiday allowance and recurring formats like ING Voice Memo. A comedic explainer series where a boomer manager briefs his Gen Z social team through voice notes.
By combining trends, humor and relatable online behaviour, we made financial topics feel lighter, easier to understand and native to social platforms.
Relatable money POVs turned everyday financial thoughts, struggles and habits into recognizable social content people could instantly relate to.
Everything the boomer manager says is interpreted literally on screen, turning financial explanations into playful visual storytelling.
A recognizable logo intro created consistency across the format, making the content instantly recognizable.
LINDT MAKE YOUR EASTER GOLDEN
The problem
During Easter, people want their table to feel special, but often fall back on predictable decorations. How do you turn the Lindt GOLD BUNNY into a true centerpiece in a simple and creative way?
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The idea
Make the GOLD BUNNY part of the table styling itself. By turning napkins into playful, bunny-inspired shapes, we give people an easy DIY way to elevate their Easter table, fun to make, even with kids.
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The execution
We created four easy napkin-folding tutorials, each designed to showcase the GOLD BUNNY in a fun and stylish way. Simple to follow, perfect for at home, and instantly elevating any Easter table.ā
Beyond social, we brought the idea to life with a hands-on workshop at Hoog Catharijne. In the GOLD BUNNY pop-up, visitors could shop their bunny and learn the same folding techniques in real life.
To boost visibility, we added two extra videos that hero the GOLD BUNNY. ā
ING KINGSDAY
The insight
On King’s Day, value is fluid. People are more open to spontaneous deals, but the real win isn’t in selling. It’s in how well you negotiate. A small item can quickly turn into something bigger if you dare to ask
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The idea
We challenged an influencer to put this to the test. Starting with nothing more than an ING pen, the goal is simple: trade up, step by step, and see how far negotiation can take you.
The execution
We send Nina de Vries (from her “Immunity to Fear” challenge) into the streets on King’s Day to trade her way up from an ING pen. Armed with nothing but confidence and boldness, she approaches strangers and negotiates her way up.
Along the way, we share hints of each trade via Instagram Stories which we will pixel to spark curiosity and invite people to guess the items. In the end, a fast-paced video reveals Nina’s full journey, showing how far courage and strong negotiation can take you.
REBORN TO BE TIMELESS
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The briefing
Miele has asked to introduce its newest product, the SneakerWash. A protective bag that allows sneakers to be safely washed in the washing machine. The goal was to demonstrate trust, care and performance in a way people could see and believe.ā
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The idea
We love a good vintage find. The more worn, the better. Until it comes to sneakers. Then everyone gets picky. Hygiene kills the vibe, which is why so many good pairs never get worn again. So instead of avoiding the problem, we went straight for it. We tracked down the dirtiest sneakers on Vinted and ran them through Miele’s SneakerWash bag.
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The execution
The entire journey, from tracking down the dirtiest sneakers on Vinted to washing and reselling them, is documented and turned into a social series. Each episode shows visible proof of what the Miele SneakerWash bag can handle. From worn to reborn. The content lives where sneaker culture lives, making the transformation impossible to ignore.ā
