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Generation guides young talent in their career path, in a way that is different from traditional recruitment. The quest to come up with an employer branding campaign started with in depth consumer research. Resulting in a campaign that translates a big consumer insight into a powerful series of branded content. 


One generation, endless talent


In our research, we discovered that the new generation really wants role models at work. They're looking for people they admire and can learn from.

That's why we came up with De Generatiegesprekken. A branded content series where young professionals chat with experienced ones about important topics like women in male-dominated fields, diversity at work, and the value of soft skills in your career.


De gids voor de nieuwe generatie

Next to this campaign, it was time for Generation to start build on their online presence, so that's what we did. We created a strategic plan to build online presence based on the existing brand guidelines (by Studio Smink). With strong content domains and activating and informative content, Generation is now the online guide for the new generation. We went from zero to one with steady social media presence on both their Generation brand, as with their sub brand 'Samen Bouwen aan de Toekomst'. 

As a result I became the ongoing creative consultant for Generation, responsible for initiating content and overseeing new output and needs. Working together with a team of copywriters, designers, DOP's, social advertising experts and webdevelopers.

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concept development

employer brand campaign

art direction

film production

creative direction



Creative direction

Roos Bulder

Consumer research

Rosa Hoynck van Papendregt (enrosa)


Nora van den Heuvel

Film direction

Roos Bulder & Nandisa Ludidi


Daan Hettinga

Film animation

Olivier Boeke


Geesje Remijnse


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