A name change means obsolete stationery and other branded paraphernalia. Instead of discarding it all, we decided to donate all the obsolete JWT cups, pens, binders, folders, declaration forms, USB sticks, T-shirts, and storyboards to a guy whose company bears the same initials as JWT Amsterdam: J. W. Theaterprodukties (a theater production company also located in Amsterdam). And in doing so, we highlighted our new name by giving our old office supplies a new career.

We documented the transfer of the obsolete JWT Amsterdam office supplies to the new owner, Jan Willemsen Theaterprodukties, on the other side of town. Since our 2015 CSR budget was already spent, Tim the intern stepped up to the plate and made a video of two young creatives delivering the goods. We released the video to coincide with the actual name change on 2 October 2015. The press release – including embedded video – was placed on our website and sent to online marketing blogs, journals and publications.

J. Walter Thompson Amsterdam firmly established itself as the (environmentally) friendliest agency in the northern hemisphere while ensuring that 87% of all traditional mail received by the J. Walter Thompson finance department, since the name change, was correctly addressed. Besides flattering responses from numerous stakeholders and the creative team’s parents, J. W. Theaterprodukties now has more than enough personalized office supplies to see owner Jan through until his retirement.