School, sports, piano lessons, homework, career, a bigger house, new smartphone, like, share, tag, share. Kids need to do more and more, and we play less and less. But playing is not only fun, it’s also very important. Jantje Beton thinks it’s time to wake up the Netherlands with a message to both young and old: NEVER STOP PLAYING!

KesselsKramer developed the new campaign and refreshed the brand, going back to Jantje Beton’s roots from fifty years ago: positive activism! In addition, Jantje Beton broadens the focus from playing outside to playing. The image designed by Princess H.K.H Beatrix remains central to the new identity.

On Jantje Beton’s fiftieth anniversary, a new artwork including the new identity was unveiled by former Queen of the Netherlands, Beatrix — along with play activities, with kids wearing ‘I’ll never stop playing’.