Remind people of their membership of the Netherlands Inc., after all it is only possible to achieve a better society when everyone does his or her part. Concept: Confront the Dutch population at a commercial location with completely unexpected idealistic statements.

Execution: The Bijenkorf's (department store) display windows were used as a podium for portraying the ‘little things’ that can be done to make society a lot more pleasant. These ‘little things’ were acted out by models in five cities in the Netherlands.

Result: Besides attracting a great deal of attention from the public, the press also turned out en masse. This generated coverage in the printed media (1.3 million readers), radio and even an item on various television news broadcasts (1 million viewers). None. No media had to be purchased for this project. Everything was conceived and organized by the creatives on a no-charge basis (0 budget). The idea is special because it confronts people with an idealistic message in their everyday surroundings at an unexpected moment (while shopping) and at an unexpected place (department store windows).

Generally speaking people are confronted while watching TV or reading a magazine, so they expect to see this kind of advertising in these media. The decision to use real people instead of mannequins transformed this message into an alternative billboard.

In this way Sire (Stichting ideële reclame - Non-commercial Advertising Association) demonstrates that it does more than just claim to be part of society - it is genuinely at the heart of society. In addition to people on the street, all the national newspapers and various news broadcasts responded enthusiastically to this event. Exceptional advertising with an exceptional message.

None. No media had to be purchased for this project. Everything was conceived and organized by the creatives on a no-charge basis (0 budget).