CHALLENGE
Bruynzeel (established in 1897) is a Dutch company with a rich history in carpentry. From high quality wooden floors to school benches to pencils and (since 1937)….kitchens. They offer a wide range of styles, hand-made in Holland with high quality materials and an aesthetic flair. Something Bruynzeel has clearly established ever since working with renowned industrial designer, Piet Zwart. We were briefed to position this classic Dutch brand as desirable and accessible, above the price driven competition. An additional challenge was to shoot and produce the film and extensive image bank in the midst of the corona virus.
IDEA
“There’s more than one kitchen, but there’s only one you. You decide.” (Er is meer dan een keuken maar is er maar een jij. Jij bepaalt.)
We created a campaign of simple choices presented as contrasts, offering a snapshot of Bruynzeel’s range and highlighting innovative touches like worktops with invisible chargers for smartphones. Each ‘choice’ is intended to provide a reason to explore more about Bruynzeel, physically or digitally. We developed a number of different 30 and 20 second edits, including bumpers and dedicated ‘omni channel’ approaches as well as rolling out the concept across all media platforms.