The brief was to raise awareness and generate publicity for “de Volkskrant” (the Netherlands biggest daily newspaper). The newspaper’s legendary reputation of being inquisitive. The campaign is centred around a very current and somewhat sensitive topic in the Netherlands: more and more world-renowned Dutch multi-nationals, such as ABN-AMRO and KLM are being sold to or taken over by non-Dutch companies. De Volkskrant triggers the nation with questions like: “Who’ll sell next? How Dutch are we still? When will these brand names disappear? Is that a bad thing?”.

The focus of the campaign was a PR stunt that took place in the middle of the night at locations across Amsterdam and Rotterdam. Question marks, boldly designed in the same style of the companies existing logos, were beamed onto the façades of the headquarters of these famous Dutch multi-nationals. We also placed them next to the logo on the front of the companies’ buildings, so commuters were confronted with them next morning. Using footage from the stunt we created virals which were seeded in the following days and a TV ad, featuring de Volkskrant’s business correspondent Elsbeth Stoker.