Generation
After years, Generation had earned a solid position in the market and the trust of its target audience. But to grow further, the positioning needed sharpening. The brand needed a strategy and campaign built for where it wanted to go next, not just where it had already proven itself.
One generation, endless talent
In research, we discovered that the new generation needs role models in 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.
services
concept development
employer brand campaign
art direction
film production
creative direction
Client
Generation
Creative direction
Roos Bulder
Consumer research
Rosa Hoynck van Papendregt (enrosa)
Copywriter
Nora van den Heuvel
Film direction
Roos Bulder & Nandisa Ludidi
DOP
Daan Hettinga
Film animation
Olivier Boeke
Photography
Geesje Remijnse
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