ADCN is excited to present the winners of the Dutch Creativity Awards 2020: the awards for the best creative ideas and craftsmanship in advertising and design in the Netherlands. Today, over fifty Jury members from across 20 Jurys visited the winning teams across the country to present the prestigious Lamps in person.
‘Smoorverliefd’, a campaign created by insurance company Interpolis and creative agency Wefilm, featuring rapper Snelle, has won the Grand Prix, the award for the most creative project of the year. Next to the Grand Prix, the project has won Gold (Advertising - social/influencer), two Silver Lamps (entertainment and PR), and two Bronze Lamps (music and impact), as well as the ADCN Members Award (also Gold).
The project’s aim is to inspire young people to stop using their phones whilst riding a bike. Together with rapper Snelle, Wefilm and Interpolis created a song, video clip, online documentaries and the PhoNo app, inspiring young people to better understand the risks of phone use on a bike. The song ‘Smoorverliefd’ became a number 1 hit and the video was viewed more than a million times via YouTube and Instagram. Bas Welling, Managing Director Wefilm: “What we are most proud of is that 50% of all the people who have seen the campaign have said to change their behavior.”
The Jury feedback (from multiple Jury’s) included: “Smoorverliefd created a genuine cultural moment, a beautiful and authentic story that people really related to. It was spot on to the target audience with a strong message that was experienced by the whole nation. That is the real word for entertainment - this was just a blockbuster success! There is a perfect fit between the influencer and the message, ideally suited for the target audience. They took the only thing that teenagers are more in love with than their phones - their first love - and they took it away, a feeling which gives you goosebumps. It doesn't tell kids what to do or what not to do but it shows them. The Jury admires the multi-disciplinary approach that was used to create a real conversation starter. The makers understand who their target group is and how to reach them effectively. Credits to Snelle for creating a song and lyrics with a storyline (in this case love) that seamlessly integrated the ‘actual’ story that needed to be addressed. The storyline took an unexpected turn, leaving the viewers speechless for a moment, exactly the effect you want to create.”
The only other Gold Award (in brand design) went to Studio Dumbar and Exterion Media for DEMO. DEMO is a festival celebrating the finest motion from the studios, designers, upcoming talents and art academies from all around the world. Their work was showcased for 24 hours on all 80 digital screens located in Amsterdam Central train station, inspiring both the creative community and the general public with cutting-edge motion design
The Jurys awarded 52 projects across all creative disciplines with a Lamp: 15 in Advertising, 12 in Design, 19 in Craft and 6 in Next. There were 2 Golds, 11 Silver Lamps and 39 Bronze Lamps (besides the ADCN Members Award and Grand Prix). The new Young Directors Award, presented in partnership with Videoland, went to Thessa Meijer (Halal) for her film ‘Take Another Look’, created for Ace & Tate. This year’s Culture Awards have been postponed to 2021 due to coronavirus. You can find a full overview of all the winning work here and the Jury feedback for all Nominations here.
AWARDS GALLERY & JURY TALKS
ADCN presents all nominated and winning projects with full credits and information in the digital Awards Gallery. From the 29th of June until the 2nd of July, ADCN will present Jury Talks: Daily digital lunch sessions, broadcasted live via Facebook and Instagram, with Jury members, winners and special guests who discuss their creative insights, learnings and forecasts. Throughout July ADCN will campaign for the winning work via social media channels, with the aim to inspire and educate the creative community.
ADCN congratulates all nominees and winners and would like to thank all entrants, Jury members, partners and volunteers for their efforts in celebrating Dutch creativity. ADCN’s education and community programs continue in July with both digital and live sessions.