Jantje Beton

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JANTJE BETON

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Year: 2017

Client: Jantje Beton

Agency: Kesselskramer
What: Brand identity and campaign
Art & concept: Maartje Slijpen, Merel Witteman
Copy & concept: Rens de Jonge
Production: Jaap Hermans
Concept TVC & fotografie i.s.m. Stichting Eddie the Eagle museum & Bart
Photography: Simon Wald-Lasowski
Film direction: Jacobine van Hellemond
Muziek & Sound design: Jesse Koolhaas / Mystic Brew

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In short: Campaign & new identity for Jantje Beton, a Dutch non-profit organisation that commits itself to realising more play-opportunities for kids.

In long: 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!

We 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.

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