Jun 16

180 Amsterdam Champions Eco-Activism for REPLAY

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180 Amsterdam has a bold new campaign unveiling REPLAY’s eco-friendly Laserblast L.I.F.E. collection, which celebrates real-life activists as models.

REPLAY’s Laserblast L.I.F.E.  capsule collection utilizes “innovative and eco-friendly Laserblast technology, which dramatically reduces water consumption, and the use of coloured mineral pigments of natural origin,” resulting in “one of the most eco-friendly, natural denim ranges.” The brand called on 180 Amsterdam to make eco-friendly jeans seem youthful and rebellious, casting “models with a world-leading ethical stance – the real-life activists transforming the way we live today.” It marks 180 Amsterdam’s first campaign for the brand.

180 Amsterdam’s two minute digital spot for the campaign (featured above), shows environmental activists (clad in jeans, of course) clashing with heavily-armed security forces. Opening with shots of protesters in the woods, with audio clips of climate change deniers in the background, the group are soon met by the security forces they clash with. The provocative spot includes violence against protesters, and even some unexpected partial nudity before ending on a positive note with a surprise twist. 180 Amsterdam certainly didn’t hold back on this one, although some may make the argument that they’re trying a little too hard to seem edgy.

“We have very ambitious targets for the business. We are thrilled to partner with 180 Amsterdam to bring our vision to life and expectations on Laserblast L.I.F.E. project. Their team, their enthusiasm and their talent make us excited about the result of this journey,” said Art Zuyderwijk, MD REPLAY Benelux.

Stay tuned for credits after the jump. continued…

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May 01

W+K Amsterdam’s World Cup Spot for Heineken Is…Perplexing

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“What the hell was that?” — That is our (and, we’re guessing, your) reaction to “Oranjekoorts (Orange Fever),” W+K Amsterdam’s 2014 FIFA World Cup spot for Heineken, the agency’s first work for Heineken Netherlands.

The campaign actually began earlier this year with the search for Heineken’s first Chief Orange Officer (you can’t make this shit up), described as a “legitimate [cough] full-time role that sought a representative as Dutch as Heineken, but who shared the same international outlook and would be committed to spreading Orange Fever in The Netherlands and across the globe.” Heineken advertised the legitimate position on their own recruitment channels and throughout the Netherlands. After reviewing more than 2,500 applicants, the position was awarded to Marco van Houwelingen, who will fill the year long role at Heineken’s Amsterdam headquarters.

The 65-second spot features a float representing “everything great about the Netherlands and the Dutch,” making its way through a Brazilian Carnival. Lead by Heineken’s Chief Orange Officer, the float includes a windmill, illusionist Hans Klok, and Dennis Bergkamp, among various other weirdness. Float participants all dance to a samba version of the song “No Limit” by 2 Unlimited, “one of the world’s favorite 90’s anthems” (which is not how anybody outside the Netherlands would describe the song). Watch the confusing mess for yourself above, and stick around for credits after the jump. Maybe you just have to be Dutch to get it.

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