Final Words

With a small total budget of €100.000 the campaign relies strongly on the buzz created by the posters. The online video supported the outdoor campaign by explaining the meaning and origin of the expressions. 

Not only online but also local newspapers and TV talked about the outdoor campaign and used the video's we made.

The posters couldn't be missed by the Amsterdam people. Outdoor was the perfect solution to really claim the public domain and emphasize on the local character of the campaign and brand.

The people of Amsterdam have a language of their own. A rich language with many expressions. One can find +100 expressions for ‘passing away’. These often-playful expressions can ease the mourning in a typical Amsterdam way, with a smile and a tear. 

By speaking the language of the audience, with expressions like: ‘PC.nl for when you need a wooden coat.’ (referring to a coffin) and.. when you need a belly garden (referring to the flowers on a grave), the campaign takes away barriers around the subject and establishes PC Uitvaart as the funeral company for the people of Amsterdam. 

The commercials were shot on Amsterdam location's with famous Ajax supporters, ‘Kale & Kokkie’. discussing the origin and meaning of the expressions. 

For this purpose, an additional book was published, titled: ‘Mokums Laatste Woorden’ (Amsterdam’s Final Words).

For more than 85 years, PC Uitvaart is organizing funeral services for the people of Amsterdam. The brief was to claim this local brand heritage and gain brand awareness amongst the Amsterdam people.