NS
Creative direction and work for NS, bringing the brand to life through bold, engaging ideas and content that connects with travellers and train-fans alike.
How do you turn a station into more than just a place people pass through? NS International wanted to make Station Zuid more popular, and position it as the place for your international travel.
The insight was simple: people don’t share ads because they’re ads. They share things that make them feel something: recognition, surprise or nostalgia. Well, it just so happened that the well-known cult hit ‘Oud Zuid’ had just gone viral again on TikTok. Perfect timing!
By bringing back a familiar cultural memory and giving it a fresh twist, we created something that felt less like advertising and more like something people genuinely wanted to watch and share.
Station Zuid
Lost but Found
For the week of the lost stuffed animal, we aimed to reunite children with their lost best friends (aka their stuffed animals they forget in the train).
We wanted to make a stop-motion animation, but found out you would have to open the stuffed animals and well, you can’t do that to someone’s best friend. So we made an AI-meets-real life video. Our own take on a Christmas commercial.
After a couple of weeks, most of the stuffed animals found their way home!
Spitspoezen van NS
The future of social- according to me- lies in series. That’s why we went to look for the best station cat of the Netherlands, in the series ‘Spitspoezen van NS’. The series is quite popular and has recently been featured on The Best Social Media.
(And yes, I also host it, because I believe you have to show your creatives that you’re never above something.)