爽Shuǎng in Chinese means ‘feel good’, and since the new GoEast Mandarin campus is on Shanghai’s 长乐路 (Road of Eternal Happiness), I replaced the four X’s with four infinity signs (∞), so it’s like `infinite feel good` (无限爽). Scary to paint on a wall though!
GoEast Mandarin is a top Chinese language school, online and in Shanghai — with effective and fun teaching. I studied there, but felt that their communication lacked behind the quality of their teaching, and looked all the same as all language schools in Shanghai. My time was primarily spend on three things: Optimizing existing assets […]
At KesselsKramer I worked with Timberland for the global rollout of a new slip-on shoe, which was named Project Better. KesselsKramer was involved right from the start when the prototype wasn’t finished yet, and was involved with everything from naming to concept testing with consumer research across multiple countries. Project Better: Striking in its simplicity, […]
Can we increase appeal for plant-based foods by simply renaming the dishes? The World Resource Institute, which works together with multinationals like Unilever, NASA and Google, approached Seventy Agency to mitigate the rising trend of meat consumption in China, as beef is very polluting to the climate. Together, we formed the tasks of generating new […]
Increasing Hershey’s share in wedding candy market on top of a brand image facelift Hershey’s wanted to increase its share in the wedding candy market in China (a huge market). Both online and offline sales, plus PR where an integral part of the campaign. KISSES ON THE BUND Couples where to showcase their love and […]
Greybox is a coffee chain with fifty locations, trying to beat coffee giants in China such as Starbucks (3000 stores) Luckin (500 stores) and Costa (500). Each of these chains says they’ve got the best beans and machines, but only Greybox goes so far that they make extreme HR investments. So why not treat baristas […]
In a multi-year campaign approach for the National Committee 4 and 5 May (Memorial and Liberation Day in the Netherlands), the theme of freedom was put central; on how valuable it is that we live in freedom in the Netherlands since the end of the Second World War. But also how we must together support […]
2018 Kinderboekenweek (children’s book week) themed around friendship, with a new identity to make sure the whole identity doesn’t change completely every year.
The Bowery is a lively neighbourhood in New York, thanks to a close-knit community. For a hotel that’s about citizens of the world, it made sense to highlight the citizens of the Bowery — and so KesselsKramer teamed up with photographer Christelle de Castro to honour the locals on the new 22-floor hotel: “Welcome to […]
Since 1983, Provamel has been a pioneer of turning plants into delicious plant-based drinks and yogurt alternatives. All its products are organic and thus GMO free, produced in a CO2-neutral way, and all of Provamel’s soya, almonds, oats, rice and hazelnuts are sourced in Europe. In short – it’s tasty, good for you and the […]