Never stop playing

By:  January 7, 2018 Categories: 

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’.

Latest

A candle in Minnesota

A candle in Minnesota

It’s Wednesday morning, and I’m in Saint Paul, Minnesota, attending the morning mass at St. Bernard’s church. It’s about twenty years since I last attended a mass, and the first time I’ve ever done so voluntarily. I’m sure I’m drawn to this church near my Airbnb, compelled to go in, but I find it hard […]
June 14, 2026
Revisiting Columbine

Revisiting Columbine

Growing up in the Netherlands, it’s not immediately obvious (even to myself) that the history of the United States is also partly mine, but through TV series and movies — as well as the news — it’s also a country I lived in and grew up in. And unlike presidential elections or the September 11th […]
June 8, 2026
Rich People Park

Rich People Park

We’re in TaiKoo Li QianTan (前滩太古里), a brand new, high-end shopping mall near the Huangpu River in Pudong. It’s a beautiful complex with four levels, viewing bridges, walls of white steel and vertical gardens (the first I’ve seen that actually look like on an architectural drawing), and paths of bright bricks alternating with patches of […]
June 5, 2026
Torrential rain and colorful umbrellas

Torrential rain and colorful umbrellas

I was planning a bike ride, but then saw it was drizzling, so I carried Hasse outside — underneath an umbrella — to go get a coffee. Yet the rain was so heavy we just hid underneath the canopy in front of a supermarket to see some of the chaos unfold. I’ll miss these streets […]
May 25, 2026