https://www.baukenater.com/projects daily 0.75 2026-01-20 https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1768828526156-LWSK6EZS2AB967UDIGI6/image-asset.jpeg Work - Rabobank - Onze bank. Ook van baasjes over eigen monnies (2026) How can we help children become financially wiser without telling them what to do with their money? By encouraging conscious choice. Spending, saving or sharing: every decision matters, as long as it’s deliberate, with a little parental guidance via the Rabobank App, and the playful game 'What Do You Do With Your Monnies?' to spark discussions about money at home. Commissioned by: Dentsu Creative Amsterdam Role: brand strategy + proposition + communications planning https://static1.squarespace.com/static/5b28e6da710699dc9c44299f/5b30d0ae2b6a28effe15b2ba/653fbcb84ce09d32c8a331eb/1698676371276/ Work - Ziggo - The best entertainment for you (2023) How do you convey that Ziggo has the most extensive and best on-screen and off-screen entertainment offering in the Netherlands? By portraying all the emotions that only the best entertainment can trigger. A laugh, a tear, the excitement and the wonder, that help make each day a little bit more fantastic. Commissioned by: Ogilvy Amsterdam Role: brand strategy + proposition https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1768828526156-LWSK6EZS2AB967UDIGI6/image-asset.jpeg Work - Rabobank - Onze bank. Ook van baasjes over eigen monnies (2026) How can we help children become financially wiser without telling them what to do with their money? By encouraging conscious choice. Spending, saving or sharing: every decision matters, as long as it’s deliberate, with a little parental guidance via the Rabobank App, and the playful game 'What Do You Do With Your Monnies?' to spark discussions about money at home. Commissioned by: Dentsu Creative Amsterdam Role: brand strategy + proposition + communications planning https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1698154801374-77SRKRTGMKF4NSOXIS7T/image-asset.png Work - Kruidvat - Gezondheidsvragen (2023) How do you make people turn to the country's favorite low-budget-pharmacy for health-care related expertise? By positioning each of Kruidvat's 4000 certified chemists as the accessible answer to all your health related questions, rather than taking your Mom's or Google's word for it. Commissioned by: DDB Amsterdam + Eigen Fabrikaat Role: brand strategy + proposition + communication planning https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1768901335075-HXGFLUT609M18MLYZLYG/image-asset.png Work - Rabobank - Onze bank. Ook van de stad (2026) How can Rabobank prove its relevance to young people in the Netherlands’ biggest cities? By showing that it’s already part of their everyday lives and celebrating the vibrant rhythm of the city, day and night. Because Rabobank is not just a bank for the Netherlands: it’s also the bank of 'young city life'. Commissioned by: Dentsu Creative Amsterdam Role: brand strategy + comms planning https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1764244483347-TI2BJG36C2NLQDTURB16/image-asset.jpeg Work - Kruidvat - Beter ga je naar Kruidvat (2025) How do you make people turn to the country's favorite low-budget-pharmacy for health-care related expertise and products? By positioning Kruidvat as the go-to-destination that helps you prepare for any health-related situation or incident. Even a serious case of "men-flu". Commissioned by: Hotel L'Amour (Suite Rouge) Role: brand strategy + proposition https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1760700815984-5HCQNL2U38JPUYUESE16/image-asset.png Work - Kruidvat - Verzorgingsarmoede maakt je wereld steeds kleiner (2025) How can Kruidvat address the invisible societal problem of 'self-care poverty' that 1 in 5 (!) Dutch citizens struggle with? By letting people step into the skin of those who can’t afford basic personal care products like deodorant, sanitary pads or shampoo, and let them feel how a lack of these essentials can slowly grow from physical discomfort into shame, insecurity and, ultimately, social isolation. Commissioned by: DDB Amsterdam + DDB Retail Role: brand strategy + proposition + comms. planning https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1759752927154-948DKO8BNPGY285JTPMT/image-asset.png Work - Kruidvat - Voor alle Beauties van Nederland (2025) How can Kruidvat (the #1 low-cost pharmacy in The Netherlands) address the unknown societal problem of 'self-care poverty' that 1 in 5 (!) Dutch citizens struggle with? By helping the people that have a hard time caring for themselves to step out of anonymity and tell the story of how basic personal care products like shampoo, toothpaste and deodorant feel like treating yourself to luxury when you financially struggle. Commissioned by: Hotel L’Amour (Suite Rouge) Role: brand strategy + proposition + comms. planning https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1744016544959-2B71N9LBA6949ATNF8BL/image-asset.png Work - Kruidvat - Op Kruidvat Merk kun je blijven rekenen (2025) How can we convey that Kruidvat (the #1 low-cost pharmacy in The Netherlands) has been a trusted part of people’s lives for 50 years, offering reliable and affordable products that stand the test of time? By made our campaign protagonist Lies appear younger, allowing us to create flashbacks to different stages of her life, showing that Kruidvat has always been there for her. Commissioned by: DDB Amsterdam + DDB Retail Role: brand strategy + proposition + comms. planning https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1744016587070-OE1PK4MWEBNK3WPPTYGW/image-asset.png Work - Kruidvat - Iedereen verdient een mooie kerst (2024) How can we show that Kruidvat believes everyone deserves a beautiful Christmas — both emotionally and financially? Through heartfelt storytelling - helping our campaign protagonist Lies find love - and by showing how Kruidvat’s affordable range of gifts, beauty, and care products you can create meaningful moments for everyone — regardless of your budget. Commissioned by: DDB Amsterdam + DDB Retail Role: brand strategy + proposition + comms. planning https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1749711370803-UBAMSYK9YLFRT7SNPOV9/image-asset.jpg Work - Kruidvat - Pure Luxe (Het verhaal van Nederlanders in verzorgingsarmoede) (2024) How can Kruidvat address the unknown societal problem of 'self-care poverty' that 1 in 5 (!) Dutch citizens struggle with? By helping the people that have a hard time caring for themselves to step out of anonymity and tell the story of how basic personal care products like shampoo, toothpaste and deodorant feel like treating yourself to luxury when you financially struggle. Commissioned by: DDB Amsterdam + DDB Retail Role: brand strategy + proposition + comms. planning https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1725961215115-ZECGB09Q8LXB23Y6NOJC/image-asset.png Work - Kruidvat - Een stapje duurzamer, doe er je voordeel mee (2024) How do you help "the mass" make more sustainable choices, knowing that they find that doing the right thing for the environment is hard and expensive? By showcasing that with Kruidvat - the Netherlands' leading pharmacy everyone can make their household a step more sustainable in an easy and affordable way. Commissioned by: DDB Amsterdam + DDB Retail Role: brand strategy + proposition + communications planning https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1718352587559-IKOC7BHYQZ8U9RXT2NF4/image-asset.png Work - Trekpleister - Waar kunnen we je blij mee maken? (2024) How do you reposition and future proof one of the oldest pharmacies in The Netherlands in an age of online shopping? By giving new relevance to Trekpleister as the pharmacy with time and attention for the health of the people living in the neighbourhood. Commissioned by: DDB Amsterdam + DDB Retail Role: brand strategy + proposition + comms. planning https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1711360201239-7OB3WHO86YRH7E65CATV/image-asset.png Work - Kruidvat - Beauty trends volg je met Kruidvat (2024) How do you strengthen the position of Kruidvat as The Netherlands and Belgium's #1 beauty store? By not only making the latest beauty products surprisingly affordable for everyone, but also by closing the generation gap, and thus translating Gen Z's 'beauty slang' into language that all generations can understand and follow. Commissioned by: DDB Amsterdam + DDB Retail Role: brand strategy + proposition + communications planning https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1701883737403-6GZFB7U9E7PDJT30XUGR/image-asset.jpeg Work - Kruidvat – Iedereen verdient een mooie kerst (2023) How do you make Kruidvat (the #1 low-budget pharmacy in the Benelux) a go-to-shopping-destination for the holidays, while over 2,5 million people in The Netherlands and Belgium struggle to meet month's end? By banding together with two NGOs (Armoedefonds in NL and De Voedselbanken in Belgium), and writing a Christmas Sing Along from which all proceedings go to families in need. Because everyone deserves a beautiful christmas. Commissioned by: DDB Amsterdam + DDB Retail Role: brand strategy + proposition + communications planning https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1698676743191-ND0R10H1Z45SI7PFQWRD/image-asset.png Work - Ziggo - The best entertainment for you (2023) How do you convey that Ziggo has the most extensive and best on-screen and off-screen entertainment offering in the Netherlands? By portraying all the emotions that only the best entertainment can trigger. A laugh, a joyful tear, the excitement and the wonder, that help make each day a little bit more fantastic. Commissioned by: Ogilvy Amsterdam Role: brand strategy + proposition https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1698235243783-05UU9FHD4RZGMBH7KXSQ/image-asset.png Work - Kruidvat - Wat je gezondheidsvraag ook is, stel 'm aan onze drogist (2023) How do you make people turn to the country's favorite low-budget-pharmacy for health-care related expertise? By positioning each of Kruidvat's 4000 certified chemists as the accessible answer to all your health related questions, rather than taking your Mom's or Google's word for it. Commissioned by: DDB Amsterdam + DDB Retail Role: brand strategy + proposition + communication planning https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1702978276531-HCQ86H5CK2FTTFY1DSE2/image-asset.png Work - Trekpleister - Waar kunnen we je blij mee maken? (2023) How do you reposition and future proof one of the oldest pharmacies in The Netherlands in an age of online shopping? By giving new relevance to Trekpleister as the pharmacy with time and attention for the people living in the neighbourhood: and introducing an all-new brand identity and brand character (called "Aaf") to express this. Commissioned by: DDB Amsterdam + Eigen Fabrikaat Role: brand strategy + proposition + communications planning https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1701258385458-A1M7ER2UJDEQSVTJYBY9/image-asset.png Work - KLM Holidays - It all comes together (2023) How do you make the Dutch see their Royal Airlines in a whole new light? By relieving travellers from any (pre)holiday stress. Both emotionally and practically. With an all-in-one solution: KLM Holidays. Offering travellers the whole package for the perfect holiday. Commissioned by: Dentsu Creative Amsterdam Role: brand strategy + proposition + communications planning https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1669723398000-2NK55L89Q03TETFO2J3M/image-asset.png Work - Nationale-Nederlanden - The insurance that gets you fitter (2022) How do you reposition and futureproof the country's most well-known financial expert? By creating a new brand campaign and health proposition that proves NN's positioning as 'supporter of change'. For example when it comes to reinventing yourself, and getting fitter. Commissioned by: Dentsu Creative Amsterdam Role: brand strategy + proposition + communication planning https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1669723979791-VBZS668BP0HONU8IJP1Q/image-asset.png Work - KLM Royal Dutch Airlines - Global Brand Film (2022) How do you boost emotional appeal for KLM Royal Dutch airlines with global audiences? By positioning KLM as the caring airline with lifelong loyalty to its customers. Because travellers can count on KLM to bring them memories for life. Commissioned by: Dentsu Creative Amsterdam Role: brand strategy + proposition development https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1669723747509-2YZGBHNDXK6PANN7ABBI/image-asset.png Work - Nationale-Nederlanden - Work on your plans (2022) How do you reposition and futureproof the country's most well-known financial expert? By creating a new brand campaign and financial planning tools that prove NN's positioning as a 'supporter of change'. For example when it comes to making a complete U-turn in life. Commissioned by: dentsuACHTUNG! Role: brand strategy + proposition + communications planning https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1669724028455-XP17UR1BX8EOMAIQ4NJR/image-asset.png Work - Movir - Dé inkomensverzekeraar van Zelfstandig Nederland (2022) How do you make the self-employed choose a disability insurance, knowing they actually find it too expensive? By helping shift Movir - one of The Netherlands' leading insurers - from 'disability' to 'income'. Because Movir helps ten of thousands of self-employed to “keep going.” - both professionally and personally. Commissioned by: Kaliber Interactive Role: brand strategy + proposition + communications planning https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1649854815983-BNRDLB6FDS87TQAHDM28/image-asset.jpeg Work - Nationale-Nederlanden - Kom maar op met het leven (2022) How do you reposition and futureproof the country's most well-known financial expert? By creating a new brand positioning and brand campaign that embraces 'change' and reintroduces Nationale-Nederlanden (NN Group) as 'supporter of change'. Not just in communication, but as an entirely integrated brand experience. Commissioned by: dentsuACHTUNG! Role: brand strategy + proposition + communications planning https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1669813149060-HAU633CF9P4FMD76N8O6/image-asset.jpeg Work - ABN AMRO - World Tennis Tournament (2021 - 2022) How do you convey that ABN AMRO is a bank that helps accelerate equal opportunity in the world of tennis? By creating a branded content campaign that helps show and tell how ABN AMRO hosts the most inclusive Tennis Tournament in the world: where players with the same ambition, share the same stage. Commissioned by: DPG Media Role: proposition + communications planning https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1669812898551-NCYXIOQN7YZKPBCXBTBI/image-asset.png Work - Staatsloterij - Fritsie (New Year's Eve Draw) (2021) How do you create record breaking ticket sales for 2021's New Years Eve Draw? By creating a magical story about Fritsie (a lonely wooden bird) that captures people's hearts and inspired the whole of the Netherlands to take a chance at sharing their luck with their loved ones. Commissioned by: TBWA Neboko Role: brand strategy + proposition + communications planning https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1669812824272-V0OL89VOJZ0WNFBUZ9GW/image-asset.png Work - Marktplaats - Elke Deal een Groot Verschil (2021) How do you get buyers and sellers who are looking to trade goods (new or second hand) to prioritize Marktplaats or 2dehands? By creating a new purpose driven brand platform that shows and proves you that every deal makes a big difference in helping change the world a little bit for the better. Commissioned by: Higuita Amsterdam + Happiness Brussels Role: brand strategy + communications planning https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1641309845517-G8CUTKRJK9UREDQC9B0V/image-asset.jpeg Work - Adobe - Russia Reimagined (2021) How do you make a global brand like Adobe relevant to Russian creatives that are poorly represented on the world stage? By speaking to them on a local level and harnessing the power of their own creativity to Reimagine Russia. Commissioned by: dentsuACHTUNG! Role: proposition + communications planning https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1669812756364-TUZE6N2841KKQUW47LL0/image-asset.png Work - Krasloten - December kalender (2021) How do you create record breaking scratch ticket sales for Krasloten? By positioning their annual advent calendar scratch card as a true tradition that for the last 20 years has been the perfect gift to complement the holiday season. Commissioned by: TBWA Neboko Role: proposition + communications planning https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1669812425046-2ZBCZJBBO3JLPIAUJN02/image-asset.png Work - KPN - Ode to The Netherlands (2020) How do you as the Netherlands' leading telecommunications provider help a country cope with an unparalleled crisis? By providing them with assistance and service in anyway we can, and by bringing an ode to all people in the country. Because the Covid-19 virus might stop us from getting together physically, but in reality we can as close as ever before. Commissioned by: ACHTUNG! Role: brand strategy + communications planning https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1669812472630-VB3I77SJX5693UT7F3PV/image-asset.png Work - Zilveren Kruis - Beter in je vel (2019 - 2020) How do you protect your customer base from the aggressive marketing efforts and offers of fellow health insurers? By turning your marketing into a service all year round. For example: by helping your customers feel better, in small steps, with a digital wellbeing test and app. Commissioned by: Greenberry + Fitzroy Role: proposition + communications planning https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1669812526858-9GHRTF11M49WRQUYSTJ7/image-asset.png Work - KPN - Christmas (2019) How do you stay relevant at a time of the year where we rather switch off our phones to be together with our loved ones? By claiming the "after Christmas" dip many people suffer from and recognize. Because you don't have to be together, to be together. Commissioned by: ACHTUNG! Role: brand strategy + communications planning https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1669812606444-GA82AXRECG7TGAZ5E1BP/image-asset.png Work - Aidsfonds - Crying Statue (2019) How do you make people aware that every 40 seconds one person dies of AIDS? By making this hard number emotionally palpable and tangible. With a statue that cries in real-time for each of the 32 million fatalities since the start of the epidemic. Commissioned by: N=5 Role: Communications planning https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1669812710783-23ETNJBAK0P5EAFVB3OI/image-asset.png Work - Hans Anders - Ad Exchange (2019) How do you - as an optician - let an advertising skipping audience know that they can exchange their glasses for a new pair if they’re not happy? By making your advertising equally service minded, and offering an "Ad exchange" service that lets people switch rather than skip your ads. Commissioned by: N=5 Role: communications planning https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1669813770785-7MHG943ICPTNZ9786M2Q/image-asset.png Work - Jimmy Nelson - See The Bigger Picture (2019) How do you position yourself as an not just any average travelling photographer? By making one man's personal coming of age story a stepping stone for discovery and adventure for the whole world. And letting them 'see the bigger picture'. Commissioned by: Jimmy Nelson Role: brand strategy + proposition https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1669813029578-X00PKU3J4VOEY9AAYSJL/image-asset.png Work - Hans Anders - Dat maakt Hans Anders (2019) How do you overturn brand indifference as a optician? By going back to your roots, and addressing all aspects of your business that you do differently from all others market competitors. Resulting in the new brand platform “Dat maakt Hans Anders” (NL). Commissioned by: N=5 Role: brand strategy + proposition + communications planning https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1669989680129-TULPJQHNCCFTOCV2YOQE/image-asset.png Work - Independer - Vertrouw op jezelf (2019) How do you make people make more use of the expertise of The Netherlands' largest financial adviser? By giving people the confidence to trust their own financial insight in life. On the moments that matter most. With a bit of help from Independer. Commissioned by: N=5 Role: Communications planning https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1669989868687-34PS207GH4UE9TPX4834/image-asset.png Work - De Persgroep - Word ook een krantenmens (2019) How do you persuade a country to (keep) reading newspapers in a digital age? By celebrating the people that - with a newspaper as their helpful guide - have made their lives a whole lot easier. ‘Newspaper people’ - we call them. Commissioned by: Shoq Amsterdam Role: brand strategy + communications planning https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1669989578927-4I40OU660W0JGUC1ZEDN/image-asset.png Work - Vodafone Business - The Internet of Things (2018) How do you turn an abstract, complex and technological marvel called 'The Internet of Things' into something small business owners can get excited about? By inviting them to join a network of fellow entrepreneurs, for whom the internet of things already works. Commissioned by: ACHTUNG! Role: brand strategy + communications planning https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1669813317322-8B2DNVABXQH47BRMENTU/image-asset.png Work - Adyen - Business. Not Boundaries (2018) How do you make ever-busy CEOs, CTOs and CFOs understand what a Dutch online payments company can do better than anyone? By making it more fun to watch, than any other payments company would consider doing. Commissioned by: ACHTUNG! Role: brand strategy + communications planning https://static1.squarespace.com/static/5b28e6da710699dc9c44299f/5b30d0ae2b6a28effe15b2ba/5c88d942a4c4a3000147d863/1552472364200/ Work - De Persgroep - Krantenmens How do you convince a country of the benefits of reading newspapers in a digital age? By celebrating the people that - with a newspaper as their helpful guide - have made their lives a whole lot easier. https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1669989936305-8I6WOI12UVDSDB48XGKF/image-asset.png Work - Volkswagen - Alle reden voor een VW (2018) How do you make people buy a VW, knowing they actually find it a bit too expensive? By giving them all the reasons to justify the car they are already sold on. Commissioned by: ACHTUNG! Role: brand strategy + communications planning https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1669990105357-TNI58UOL9RC0F9WXYVZT/image-asset.png Work - Zonnatura - Natuurlijk voor iedereen (2018) How do you help the entire Netherlands make healthier choices? By imposing them with force. Or at least a friendly stare down by our countries' most huggable kickboxer, Rico Verhoeven. Commissioned by: ACHTUNG! Role: brand strategy + communications planning https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1529929234309-U4CTU422S76KOKECCEC4/image-asset.jpeg Work - Vodafone - Ready to Rock The Schools (2018) How do you inspire people to explore exciting new mobile technology with Vodafone? By proving them it's easier than ever to do the things you love. Like: making music anywhere - on Vodafone's future ready network. Commissioned by: ACHTUNG mcgarrybowen Role: brand strategy + communications planning https://static1.squarespace.com/static/5b28e6da710699dc9c44299f/5b30d0ae2b6a28effe15b2ba/5b30d10677d892238d0477d5/1529925836433/ Work https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1669990170453-SFK99JQQ0HXCOZ2738OP/image-asset.png Work - Hallmark - Letters for Later (2017) How do you inspire people to keep sending letters and postcards in this digital (only) era? By reminding them of the power of personal, written notes and letters for the moments in life that matter most - even when they’re gone. Commissioned by: HavasLemz Role: proposition + communications planning https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1529930029901-4ASIEBZTZHV9ZN13I1GO/image-asset.jpeg Work - Philips - Light Yourself Better (2017) How do you break indifference in the world of LED lightbulbs? By positioning Philips LEDs as a small and quick win for your health - as we understand how hard it can be to and take care of yourself and your eyes. Commissioned by: ACHTUNG! Role: communications planning https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1669990305129-DYCKW9CXG1BHZPLQFYT4/image-asset.png Work - SecretaryPlus - PA for a Day (2017) How do you convince the CEOs of The Netherlands they could benefit greatly from a personal assistent? By matching them with a PA of SecretaryPlus for a day - who will instantly make a difference. Commissioned by: HavasLemz Role: proposition + communications planning https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1669990429291-XRZQMBN2VO25MCHYQ1NL/image-asset.png Work - Zilveren Kruis - Beter naar de dokter (2017) How do you protect your customer base from the aggressive marketing efforts and offers of fellow health insurers? By turning your marketing into a service all year round. For example: by helping your customers go to the doctor better prepared, with smart questions in hand. Commissioned by: Greenberry + Fitzroy Role: brand strategy + proposition + communications planning https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1669990493845-ZKLETWRPDUL0IX2417AB/image-asset.png Work - Vodafone - Ready To Rock Anywhere (2017) How do you inspire people to explore exciting new mobile technology with Vodafone? By proving them it's easier than ever to do the things you love. Like: making music anywhere - on Vodafone's future ready network. Commissioned by: ACHTUNG! Role: brand strategy + communications planning https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1669990590334-PEPJDT4NFIOTRK5K6VQ3/image-asset.png Work - Videoland - Gezellig on demand (2016) How do you take the fight to Netflix with a company that in the mind of the consumer is stuck in the 80s and 90s? By rewinding to that period in time, and romanticise the coziness of watching films and series like the old days - but now, on demand! Commissioned by: XXS Role: brand strategy + communications planning https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1669990753326-BPUNCI2T7YFNX1542FWZ/image-asset.png Work - Drukwerkdeal.nl - Laat zien wie je bent (2016) How do you make entrepreneurs turn to print in a digital (only) era? By positioning Drukwerkdeal.nl (or: Printdeal.com) as a canvas to enhance the image of offline ánd online shop owners and letting them express who they are. Commissioned by: The Commitments Role: brand strategy + communications planning https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1529927515447-K11DPHH8ERWITL1W6LJO/image-asset.jpeg Work - Opel - Sterk Staaltje Opel (2015 - 2016) How do you turn an average automotive brand with declining sales around? By boosting quality perception, focussing on the unique propositions Opel has to offer, and creating new unique services, features and offers. Commissioned by: J. Walter Thompson, Amsterdam Role: propositions + communications planning https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1529927579399-E8ODEHUOV163Y3BMUQ2A/image-asset.jpeg Work - ING - Front running (2015) How do you help a bank articulate that they are the most innovative in the country? By relating to the Dutch desires to be frontrunners in tech and innovation, and launching a ‘lab’ to show we are constantly experimenting with new technologies to helps them move forward. Commissioned by: J. Walter Thompson Amsterdam Role: proposition + communications planning https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1529927755284-WPSIS0S0CTUKZQADRCB8/image-asset.jpeg Work - Zilveren Kruis - App de Vakantiedokter (2015) How do you protect your customer base from the aggressive marketing efforts and offers of fellow health insurers? By turning your marketing into a service all year round. For example: by providing the world's first pocket-sized holiday doctor. Commissioned by: Greenberry & FHV BBDO Role: brand strategy + proposition + communications planning https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1529929454461-9H9CHFFUD5SO8G67JPAC/image-asset.jpeg Work - Zilveren Kruis - 50 Vragen (2014) How do you protect your customer base from the aggressive marketing efforts and offers of fellow health insurers? By turning your marketing into a service all year round. For example: by providing the answers to the most Googled questions related to health insurance. Commissioned by: Greenberry + FHV BBDO Role: brand strategy + proposition + communications planning https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1529929839188-DK0LUXYAZ28JCOOAZDF3/image-asset.jpeg Work - Centraal Beheer - Het Laatste Bod (2012) How do you convince people to go with the premium car insurance company, in a online price comparison oriented market? By hijacking the orientation process, and enticing audiences to call us for our 'final offer'. Commissioned by: LBi Lost Boys + DDB Role: communications planning https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1529928355513-J7PF4Y2I3M0TU7HBT7PT/Screen+Shot+2018-06-21+at+16.26.34.png Work - Zwitsal - Eau de Zwitsal (Go Baby) (2011) How do you launch a teenage fragrance from the most loved Dutch baby brand? By using the social network in which they called for it, and letting them be the faces of the perfume instead of Beyoncé or Christina Aguilera. Commissioned by: LBi Lost Boys Role: brand strategy + proposition + communications planning https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1529928861507-IWM7EIXC0JWA7FNSN62C/image-asset.jpeg Work - Audi A8 - Overtuig uzelf detail voor detail (2010) How do you sell a 100.000 euro car to people who already have everything? By creating a bespoke strategy for the Audi A8. Which is unveiled to them detail for detail during money-can’t-buy events on invitation by their personal Audi representative. Commissioned by: LBi Lost Boys Role: proposition + communications planning https://www.baukenater.com/home daily 1.0 2026-01-26 https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1669812898551-NCYXIOQN7YZKPBCXBTBI/Screenshot+2022-11-30+at+13.54.37.png Home https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/10b444b3-a6c7-44f0-8c7e-2649fc3f2f86/6E24A308-26C1-4C99-B26D-0F0EC2B5D850.PNG Home https://www.baukenater.com/contact daily 0.75 2026-01-26 https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/10b444b3-a6c7-44f0-8c7e-2649fc3f2f86/6E24A308-26C1-4C99-B26D-0F0EC2B5D850.PNG Contact https://www.baukenater.com/portfolio daily 0.75 2026-01-26 https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/10b444b3-a6c7-44f0-8c7e-2649fc3f2f86/6E24A308-26C1-4C99-B26D-0F0EC2B5D850.PNG Portfolio https://www.baukenater.com/resume daily 0.75 2026-01-26 https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/10b444b3-a6c7-44f0-8c7e-2649fc3f2f86/6E24A308-26C1-4C99-B26D-0F0EC2B5D850.PNG Resume (CV) https://www.baukenater.com/services daily 0.75 2026-01-26 https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/10b444b3-a6c7-44f0-8c7e-2649fc3f2f86/6E24A308-26C1-4C99-B26D-0F0EC2B5D850.PNG Services https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1536781344608-5S5R630CGH5I9VIAXSNR/image-asset.png Services https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1536781381836-GAHP0T9YHJXWDUG2PY7S/image-asset.png Services https://images.squarespace-cdn.com/content/v1/5b28e6da710699dc9c44299f/1536781364879-DGZYQ1IZM9HCB5T17S6I/image-asset.png Services