In 2021 we uplifted the identity, messaging and communication for political party D66. With “Laat iedereen vrij, maar niemand vallen” the political party managed to achieve 24 seats during the elections, their best result ever! Is this campaign the reason for this result? You tell me. ;) 

A sentence that sticks
In contrast to most other political slogans, “Laat iedereen vrij, maar niemand vallen” tended to stick. In 2020, social researchers from Coosto found out which advertising pay-offs were most used by Dutch people. This one made its way into the top 5. Oh yes, well done Bob!

A new approach
In the campaign we chose not to show politicians, but those they work for: ordinary people. Through their stories, we shined a light on freedom. Because, still, for a lot of us, freedom is far from a given. Together with a new outspoken style, that has it's feet in their heritage we also catapulted their new leader: Kaag as 'the' new leader. And this really got the crowd moving.

Year
2020

Client
D66

Made at
DEPT

Role
Creative Director & Sr. Art Director

With
Bob Toorenaar

Production
Hazazah