New Website!

You can find my new website at cargocollective.com/catdereede

I will not update this one anymore...

mreci.

Brand: PUMA
My contribution: Concept, communication, guerrilla marketing, event & project management
Workbase: SHYLO
Created: August 2009

Briefing
Position the new PUMA Suede Classics by targeting the creative crowd of Amsterdam & Antwerp.

Concept
In the summer of 2009, the streets of Amsterdam and Antwerp were filled with unusual artworks as part of PUMA’s AKINDAGANG street gallery project. AKINDAGANG ('a kinda gang' are the words Snoop Dog used to refer to the notorious streetgang he used to be part of) consists of twelve well-known, talented Benelux artists. The life-size paintings portray them wearing the PUMA Suede Classics. Parisian artist Eddek (Eddy Chartier) has painted the art pieces in the New York style of the 1970s and 1980s. This refers back to the period when the first PUMA Suede Classics were produced.
After the guerrilla street gallery and the online and instore promo all the real paintings were assembled in one place, a former X-rated movie theater in the heart of Amsterdam. PUMA’s temporary gallery & suede shop of course was opened with a kick off party, where the Dutch and Belgium creative crowd partied with the NY old school legend DJ Scratch.

Links:
Facebook
Audio blog

Brand: War Child
My contribution: Strategy, concept, design & art direction
Workbase: Hallo Academy & presented to an enthusiastic War Child
Created: May 2007

Briefing
War Child is an organisation that uses sport and play to take away the traumatic experiences of war and turn kids into kids again. War Child was looking for a broad service concept to attract several companies at once. War Child’s goal is to gain the dedication and long-term financial contribution of these companies.

Concept
KickBack is a unique soccer table by War Child. The formula of using sports and games works in the office surrounding as well as for the kids. It helps to clear your mind, relax and gain new inspiration and ideas. This will improve the relationship between the employees by creating an informal relationship in a formal office environment.
Companies can rent a KickBack, which results in a monthly donation. The almost addictive charm of the soccer table creates a long-term commitment.
Every company creates their very own unique soccer table by changing colours and sponsor logo’s. Employees will play the game in the office (cafeteria) using the special invitation package of 11 soccer players, dressed in company outfits. They can easily challenge other companies by sending the match invitation.

Brand: Reebok
My contribution: Concept, communication, guerrilla marketing & event production, financial & project management
Workbase: Blend magazine
Created: April 2009

Briefing & Insight
To honour the tradition of Queensday Reebok created a new limited design shoe especially for The Netherlands. Create rumour around the shoe and the brand, using a limited budget.
A great custom is the temporary emergence of flea markets in every street in almost every city in the Netherlands, which is only allowed on Queensday. A few days before Queensday people claim their preferred street vending spot, by signing ‘BEZET’ (occupied) on the street.

Concept
On the streets of the four major cities of The Netherlands Queensday seems to be early this year. Three weeks before the celebration, selected spots on the streets are already marked ‘Reebok BEZET’. Here a Qday sneaker is hung in a tree, landpost or beneath the bridge of a canal (registration video below.) Inside this sneaker you find an invitation that explains the contest. Reebok is happy to give away the ultimate prize on Queensday: a party boat for you and 9 friends, including dj’s, free drinks and food! The lucky finder can fill in the unique code (on blend.nl/qday) and will immediately learn whether it’s the winning code. If not, don’t worry: invite five friends to compete and you receive an new code.

Links
Pictures of the Queensday boat
Video of the Queensday boat

Brand: HEMA
My contribution: Strategy, concept, styling & design
Workbase: Hallo Academy & presented to very enthusiastic marketing board of HEMA
Created: June 2007

Briefing & Insight
Create a concept that makes HEMA more open to its consumers.
So, co-creation is the key word. Everybody (in Holland) owns something from HEMA and often without really appreciating it. HEMA –with its wide range of products- is part our life and of the fun moments that pop up in daily life. HEMA is often subconsciously involved in the best moments.

Concept
HEMA asks her broad target group to send in pictures of their (creative) use of HEMA products. These images will be presented on the HEMA website and everyone can vote for their favourite product and picture which will in turn affect the follow-up. This consumer insight creates the basis for the HEMA concept.
HEMA creates the ‘spontane actieweken’ [spontaneous action weeks] for a few weeks a year. At Monday HEMA will present the ‘spontane actie item’ [action/special deal product], which will be on sale for two weeks. During this period consumers can send in their ideas about what spontaneous action they would like to experience. The best ideas will be realised in the spontane actie weken. From a huge picnic at the city square, romantic dinner for all city inhabitants or an overwhelming tompouce fight in the parc. You name it.

1 tompouce is jezelf verwennen
2 tompoucen is gezellig
10 tompoucen is een feestje
1000 tompoucen is… een zoete oorlog



NB We presented this concept to the very pleased HEMA marketing department. This concept was made before the change in photography style and before the introduction of 'HEMA favoriet'. HEMA favoriet is very similar to this concept (except the events), so they must have liked it.

Brand: Wrangler
My contribution: Concept, design, art direction & production
Workbase: Hallo Academy & presented to enthusiastic BSUR
Created: June 2007

Briefing & insight
Activate the brand and give Wrangler a modern look. Use the Western background of the brand without making it predictable and old. We thought: The wild, wild west is associated with tough cowboys on wild horses. The tougher the cowboy the more time he spends galloping around on his horse while fighting the Indians or saving lonely women. By riding on a horse the cowboys get their famous O-shaped legs. Every man or woman in the world is born with either o-shaped,x-shaped or straight legs. This could be different.

Concept
Wrangler measures with an ancient tool of the Wild West: your toughness! It is no longer about attitude, but about the western ‘Otitude’. The new Wrangler collection of jeans has a yellow line in the inside of the legs, which only declines if the person wearing it has X-shaped legs. The more O-shaped the legs, the more he or she has the cowboy characteristics. Wear the jeans and show the yellow line: Show some Otitude! With the special bikes with extra long pedals the O-shaped legs can be stretched. In the print ad's the legs of the models are being stretched in a rough manner to get an Otitude.

Brand: Blend & Streetlab
My contribution: Concept, communication, art direction & project management
Workbase: Blend magazine
Created: November 2008 - ongoing

Concept
The New Talent Night is a returning event for young creatives, organised by Blend magazine & Streetlab. We invite creative professionals (such as Erwin Olaf, Erik Kessels and Daryl van Wouw) to take part as 'masters' and give the new talents feedback during the portfolio speeddate. From photography, fashion, advertisement, graphic design to art, all are covered. The 5th edition is coming up (14/10).

Links
New Talent Night tv item (AT5)
New Talent Night registration video
Pictures of the New Talent Nights

Brand: War Child
My contribution: Concept, cut outs, copy & video
Workbase: JongeHonden Pitch with Nieske hak
Created: September 2009

Briefing & Insight
December was coming up and War Child decided to open a Friendship Store. All they needed was content.
So...what if you are looking for the perfect present, but your friend already has everything… what to buy?

Concept
Just give ‘nothing’! Because in a chaotic world filled with stuff, just ‘nothing’ can mean a lot. But where can you find nothing, in a world full of something? I made a litlle video of the concept story, see below. Inspired on the work of Jean Jullien.

The Friendship store seems to be filled with lots of stuff: white boxes with shiny red bows everywhere. But if you look up close, the boxes only consist of edges, without sides. You look right through it, like it’s nothing. When you visit the Friendship Store you can donate, by buying one of the Friendship presents: a book or an adventure.
Friendship book: Choose two of your favourite characters and add your and your friends name. In a personalised and freshly printed book you two go out to find the best friendship present: nothing.
Friendship adventure: Follow the clues and jump, hug, dance and run in front of a blue screen. You and your friend are right in the middle of nothing, but experience a big adventure at the same time. The result is a film (real footage mixed with cartoon figures) in which you become friends with the Friendship characters and the children of War Child. Watch the film in the store, or download it on your phone or computer. Send your adventures to all your friends and show what friendship is really about.

Work in progress.

Brands: Nudie Jeans, Amnesty International & Blend
My contribution: Concept, program/bookings, communication, design, event production & project management
Workbase: Blend magazine
Created: December 2007

Briefing & Insight
Present the new Human Rights T-shirt collection that Nudie Jeans made for Amnesty to a young, creative public (a new target group for Amnesty). Make the visitors aware of Human Rights and the good work Amnesty does. Human rights sounds big, far away and too serious to attract the target group. We decided to focus on internet censure (freedom of speech), which was a highly relevant topic for Amnesty and is easier to relate to for this group.

Concept
During the CTRL-ALT-DELETE party the brand new T-shirt collection –consisting of 30 T-shirt designs, each representing a Human Right issue and made by an international artist- was presented in an ‘art gallery’ at the balcony of the venue. In this area more information was given about the concerns and work of Amnesty.
Downstairs your attention to internet censure was drawn by the visuals. The line up was inspired by the myspace and youtube generation: the carnivalesque, up tempo punky Ebony Bones (got known through myspace) gave away her first big show in Holland. Goose ended the night with a great live show and CTRL-ALT-DELETE was the only thing you had to say for yourself the next morning…

Links
Website
More pictures of CTRL-ALT-DELETE
Pictures of Ebony Bones shoot for Blend magazine

Brand: Blend and Dazed&Confused
My contribution: Concept, communication (Rankin, photographers, sponsors, public), art direction, program/booking, event production & project management
Workbase: Blend magazine
Created: September 2008

Briefing & Challenge
Create a theme for an international special for Blend magazine and generate attention within the right crowd and media. Give the internationally distributed special the international allure it deserves.

Concept
In collaboration with one of the world’s leading photographers, Rankin (founder of Dazed&Confused magazine), the theme ‘Beauty and eroticism’ was created. The theme has been the guideline and driving force behind the submissions of selected photographers who all work for Blend magazine. With the overall theme and the same top model (Tuuli Shipster), the specific signature and vision of each photographer became very clear.
The print publication was presented to Rankin, Tuuli and 300 guests at the opening of our photo exhibition, which was held in an empty (former KPN) office building, right behind the Damsquare. With the pictures beautifully hung in front of the windows (putting it in the city life perspective), a Martini bar in the centre, cool DJ’s and the right crowd, it was a very successful opening party.

Links
More pictures
A registration video
And a little film by Ondergrond TV
And another one by No Fluff TV

Brand: Blend
My contribution: Concept, program/bookings, communication, art direction, event production & project management
Workbase: Blend magazine
Created: September 2008

Briefing
Create and produce the first big party for Blend magazine in Paradiso -linked to the international Beauty & Eros special and the diversity of Blend magazine- and stay within a tight budget.

Concept
In addition to the Beauty & Eros special and exhibition we organised a Blend party in Paradiso for a wider audience. To communicate this event flyers, posters, ads, newsletters and free publicity were used. In the main room Blend presented ‘Berlins baile funk bootyshake wonder’ Jahcoozi, upcoming electro band The Subs, De Jeugd van Tegenwoordig, the dj collective Boemklatsch and more. The small room upstairs was hosted by the sponsor Red Bull Music Academy and the basement by our friends from Thriller Agency. A full on line up, surrounded by the Beauty & Eros images on a tv installation, big cut out Blend letters and exciting visuals.

Links
More pictures
A registration video
A little video by No Fluff TV
And another one with De Jeugd Van Tegenwoordig

For: Café Walem
My work: Idea & design
Workbase: Hallo Academy
Created: November 2006

Briefing
Choose someone that inspires you and make sure the visitors of Café Walem say ‘Hallo’ to her. Make an image that represents the feeling this person gives you and make a poster for Café Walem.

Concept
I choose M.I.A., the singer and graffiti artist from London/Sri Lanka. The use of innocent bubblegum colours and tunes creates an exciting disconnection with the strong messages and often quite violent visuals. She is a strong, inspiring person with an interesting background and a story to tell.

Brand: Sideways_a art smart project
My contribution: Co-curator & Layout
Workbase: Blend magazine & Contain.r
Created: September 2007

Briefing
smart introduced an electric and environment friendly car. To communicate this new era art book about ecology was published.

Concept
smart selected 10 lifestyle magazines across the world to create the content of the book. Blend magazine was one of them. We pitched an ‘ecology art briefing’ in our creative network and selected 10 artists who each made an artwork for this internationally published book.

For: Hofbogen BV
My contribution: Stategy, research, concept, involving entrepreneurs & project management
Workbase: Blend magazine & Contain.r
Created: November 2007

Briefing
Hofbogen BV, a collaboration of four major housing corporations, has asked Blend to create and realize a new vision for Station Hofplein. This resulted in a new concept and a successful search for the suitable entrepreneurs.

Concept
Joining forces with Contain.r, Blend will be the driving force behind the temporary (at least five years) devellopment of the centrally located 100 year old Station Hofplein and the arches underneath. In the Station Hofplein area there will be an around the clock availability of retail, restaurants and bars, sports, art and culture. We found a great mix of entrepreneurs (streetwear, vintage and high fashion shops, a tattoo place, hairdresser, espresso bar, hamburger hotspot and a cool jazz club) who will open end of 2009. Bottom-up and co-creation is the best way to create a long term interesting and lively area.

Links
More info
More pictures

Brand: Blend
My contribution: Concept, art direction
Workbase: Blend magazine & Contain.r
Created: From January 2008 onwards

Briefing
Create a new nightlife concept for Blend magazine that has a progressive platform function for both creatives and sponsors.
The current offer is predictable while the consumer has a constant growing need for diversity and a richly varied, trend-sensitive offer.

Concept
Each week a curator (creative network or person from the art, fashion, media or music scene) will create an interesting program for a week. From inspiring movie nights, talk shows, band nights and plain good over the top parties. We found the best programmer/bookers of the Netherlands to turn the curators ideas into a suitable and dynamic but consistently good program for Blend.
The kick-off took place in an old casino in Rotterdam and is part of Station Hofplein. The locations is unique, authentic and exciting. It was held during the 100 year anniversary of the train station and arches. Blend and Contain.r selected creative networks and cities finest who each got 10 bracelets as invites.

Link
001 party website and pictures

Brand: Blend
My contribution: Concept, getting together the collection, contact & contracts with designers/brands, sponsor visibility concepts
Workbase: Blend magazine, internship (Visual Marketing, Amsterdam Fashion Institute)
Created: June 2004

Briefing
After the start of Blend magazine in 2004 and considering both the small, independent publisher as well as the highly demanding target group, it soon became clear Blend was in need of a new kind of marketing. Joining forces with communication agency Contain.r, the Blend guerrilla store ‘60daysofspace’ emerged. Above all, this concept should be a 3D translation of the magazine and be an expansion of the platform Blend wants to offer to the creative minds.

Concept
60daysofspace was the first guerrilla store in the Netherlands. After just sixty days the store disappears and then reappeared in another Dutch city (Rotterdam, Den Hague, Arnhem, Groningen and Amsterdam). Joining forces with local trendsetters a creative platform appeared in raw, unoccupied spaces. Many limited editions and an international selection of young designer products were presented at the Blend guerilla store. In addition fashion shows, movie nights, parties were held in the stores. In each city Blend made a Guerrilla Zine together with the best creatives the city has to offer. It generated publicity worth of € 600.000 and was nominated for the Mercurs Award in 2006 and 2007.

Links
More pictures
More Guerrilla Zines
More info on the guerrilla stores
Media attention

For: Our cooking desire
My work: Concept, cooking & communication
Created: April 2006_now

Challenge
Create a restaurant concept based on a tiny kitchen and lots of students living around. Generally speaking, they don’t particularly love cooking and we (my friend Vera and I) just do!

Concept
‘Stiekem raamrestaurant’ translates as ‘secret window restaurant’. Once a week we cook our ass off and serve dinner out of the window of a ground floor student house (or container actually) in Amsterdam West, secretly (as we don't like tax and strict hygene rules). A three course meal full of surprising elements and appreciated experiments, for a good price. We invite everyone through a few flyers, a fast growing mailing list and mainly the word of mouth magic. Soon people stuck around for a chat and drinks with other Stiekem regulars, instead of just picking up their meal. We decided to focus less on the take-away concept, threw all the chairs, couches and glasses out on the sidewalk. Once a week Stiekem took over the pavement as more fans gathered each time.
Stiekem has moved from the tiny container kitchen to a little bit bigger place; my small house & garden. Friends of friends meet friends of friends and fun nights full of unexpected conversations emerge. Stiekem turned out to be ‘stiekem en sporadisch’ (secret and sporadic). It’s nice. Join Stiekem on Facebook for updates.