CATALYZING CHANGE IN THE CREATIVE COMMUNITY
To bring together the creative industries in the Netherlands to collectively tackle the climate crisis, we launched the Creatives for Climate Summit, featuring speakers from Extinction Rebellion, Patagonia and Native Circles. To put this topic on the nation's agenda we targeted both local and international media securing coverage in the lead up to the event in AdWeek, Sustainable Brands, Adformatie, Fonk and Frank News.
On the back of this Summit, more than 20 agencies declared a climate emergency, along with the ADCN. We followed this up with two creative briefs leading to more than 100 free open assets by the community, responding to Extinction Rebellion's call. As featured in The Drum, Muse, and LBB. This is an ongoing initiative. To receive an update every Friday on this movement sign up to the newsletter here. Read the full case study here.
THOUGHT LEADERSHIP FOR CREATIVE ENTREPRENEURS
We initiated the Amsterdam Creatives Entrepreneurs Collective, a community of 400+ creative entrepreneurs, in 2017.
Our mission? Bring together - and support - bold people doing brave things. In turn we have spurred new ideas and innovation and sparked collaborations and impactful thought leadership.
This is an ongoing initiative. Read the full ACE Collective case study here.
CREATIVITY ENHANCED DEMOCRACY IN THE EU ELECTIONS – AND WE HELPED
Never has it been more important for Europeans to vote. But how do you cut through the clutter to deliver that message – and get Europeans voting? Well, we helped.
The European Parliament worked with Copenhagen creative agency &Co to create a surprisingly emotional campaign showing the real life births of new Europeans, shot by master director Frederic Planchon.
We helped the communication drive with the original PR push and a media tour with the European Parliament, and &Co at the Cannes Lions Festival of Creativity. Creative Review covered the launch of the campaign – and Campaign Magazine and LBB interviewed the agency and client in Cannes, with Adforum shooting this video interview. The film was viewed 135 million views on social alone – but much more importantly, it has become the most highly effective election campaign ever, facilitating an 18,6 % rise in voter turnout (in percentage points) from 43% to 51%.
MOTHER. ATHLETE. OLYMPIAN. MEET SUPERFRAU.
Almost all big sports brands promote narratives on female empowerment. It’s something that’s often literally spelled out in their marketing campaigns - but isn’t always manifested in their actions.
On, the Swiss running brand, does things a little differently. We helped launch On’s new brand campaign, superbly written by Andy Fackrell, which makes a strong statement on family values and the importance of supporting athletes throughout their whole career - especially when they have a family.
Read the full campaign case study here.
KLM ASKS THE AVIATION INDUSTRY TO "FLY RESPONSIBLY" IN SUSTAINABILITY DRIVE
Fly Responsibly is KLM’s commitment to taking a leading role in creating a more sustainable future for aviation. The campaign sets out a global call to ask fellow airlines as well as air passengers to work together for a more sustainable future in aviation.
We helped KLM and creative agency DDB Unlimited to set the agenda by securing 35 articles and interviews in international titles such as Sustainable Brands, Campaign, and AdWeek.
MOMONDO CONNECTS STRANGERS FOR LIFE, DESPITE POLITICS, RELIGION AND NATIONALITY
Travel company Momondo was founded on the conviction that everybody should be able to travel the world because traveling unites us. But today, our world seems more divided than ever - a sad fact supported by a study Momondo ran that found 49% of people believe we’re less tolerant towards other cultures than five years ago.
In response, they made a statement with the World Piece campaign, which saw 61 strangers from across the world get a connecting tattoo - creating a lasting symbol of unity.
We were asked to get Momondo’s message out to regions that are generally less familiar with the brand, such as the US, UK and Australia, resulting in articles in Adweek (US), Campaign (UK) and The Stable (Australia) – plus an in-depth interview on the creative process in the UK’s creative bible SHOTS.
REPUTATION MANAGEMENT & THOUGHT LEADERSHIP
For a period of two years, since 2017, we have represented brand experience agency HarrimanSteel to help them to build their reputation, raise their visibility, and establish their position as industry thought leaders.
We’ve secured meaningful coverage and co-created opinion editorials in titles such as DigiDay, The Drum, Adformatie, Fonk, MarComm News, The Stable and LBB and collaborated on powerful opinion-editorials on topics such as influencer marketing and data and creativity. We have also secured speaking opportunities, such as at OnBrand Conference 2019.
Read the full case study here.
HARNESSING THE POWER OF RUNNING TO FIGHT MARINE PLASTIC POLLUTION
Eight million tons of plastic ends up in the ocean every year. Adidas believes that through sports, we have the power to change lives - and the world.
Our brief was to support the launch of the UltraBOOST Parley, which is made from recycled plastic retrieved from coastal communities and beaches. Each pair prevents approximately 11 plastic bottles from entering the oceans.
We secured 36 articles internationally, including Campaign US, Marketing Magazine Australia and interviews in Communication Arts, Muse by Clio and The Stable. This coverage resulted in a reach of 13.828.200 and a media value of €303.150.
ONGOING REPUTATION MANAGEMENT AND THOUGHT LEADERSHIP
Danish creative agency & Co, part of The North Alliance (NoA), create emotional campaigns for clients that drive impact. In the course of just a few months, we secured coverage for their powerful work in titles such as Creative Review, AdForum, AdAge, AdWeek, Campaign and Shots. During Cannes 2019, we were proud to work alongside the agency to represent the European Parliament to secure meaningful coverage and live interview.
We continue to represent the agency in both media placement and thought leadership as well as speaking opportunities such as OnBrand 2019.
DOPPER PUTS ITS REASON FOR BEING FRONT AND CENTRE
Dopper is on a mission: to fight plastic waste and put single-use plastic bottles out of business. But, while Dopper has increasing awareness of their stand-out reusable bottles, there is very limited brand awareness about their mission.
We helped bring their brand purpose - and the issue behind it - to the forefront with a high-impact launch event, featuring an unavoidable and confronting installation.
Read the full case study here.
ONGOING THOUGHT LEADERSHIP SUPPORT
Since 2017, we have partnered with The ZDHC Foundation, an industry multi-stakeholder initiative to promote sustainable chemistry within the fast fashion supply chain. We regular provide strategic advice on their communication across owned and earned media channels and have secured coverage for opinion-editorials in titles such as Sustainable Brands and Eco Textile News.
INNOVATIVE PRODUCT LAUNCH IN A NEW MARKET
In late 2018, we partnered with Lab Rooms to define their brand position and establish their position as reputable thought leaders. We refined their messaging through a strategic positioning workshop and secured media coverage for their efforts across leading podcasts, print, and online magazine titles such as Amsterdam Startup News, Frank News, Silicon Canals, Fonk Magazine, and LBB.
STRATEGIC COMMUNICATIONS CONSULTANCY
In 2018, we partnered with NGO Solidaridad, the ‘founding father’ of Fairtrade, to provide strategic communications support and amplify their position as thought leaders. We provided digital guidance and analysis, trained 30+ international staff on how to write and craft compelling news stories, co-created thought leadership content, and secured meaningful coverage in titles such as Coffee Daily News and Sustainable Brands.
STRATEGIC THOUGHT LEADERSHIP DEVELOPMENT
In 2017, we collaborated with Fashion for Good, a global initiative led by the C&A Foundation, to establish the tone and positioning of their thought leadership efforts across owned channels. We supported the initial launch of their thought leadership efforts and helped to articulate a clear position on topics such as the future of automation and chemical recycling.
PRESS RELATIONS AND CAMPAIGN LAUNCH
In 2018, we supported The Circle Economy and Amsterdam Fashion Institute with the launch of their annual 'Beyond Next' event, not only acting as a facilitator in their ‘fast track challenge,’ but also securing media coverage in ‘The Innovators Magazine’ and two in-depth full feature interviews with company thought leaders in Amsterdam Business News.
COMMUNITY BUILDING AND BEHAVIOUR CHANGE
For a period of two years, Lucy provided strategic communications advice to support the growth of grassroots initiative, True Fashion Collective. This resulted in secured media coverage in titles such as the Huffington Post, Fashion Revolution, Sustainable Brands, and Eco Fashion World. As part of Dutch Sustainable Fashion Week 2018, Lucy moderated an event hosted by True Fashion Collective in collaboration with Conscious Hotels. This event, featured in Fashion Revolution, is still visible via Facebook livestream.
Leah Forsyth, Managing Director, HarrimanSteel - “The Humblebrag has very quickly become an extension of the Harrimansteel team in Amsterdam and across the business. Working with us in a very human, collaborative and pragmatic way - without the fluff. I'm confident recommending The Humblebrag for both its expertise and energy.”
Fabienne Cezanne, PR Manager, EDGE Technologies - "Lucy and Jess and their team have a pragmatic approach when it comes to creating a long term social media strategy with clear goals. We thank the Humblebrag team for facilitating this day.”
William Thommes, Music Supervisor Pitch & Sync - "The Humblebrag has taken on our current needs, but also extended our look to the future with potential campaigns and projects. We have seen a great response from their work, adding extra value and great storytelling to the P&S brand."
Natalie Fiorenza, Founder, Your Space Amsterdam - "Our brand strategy and thought leadership workshop with The Humblebrag was invaluable in establishing clarity on who we are, the community impact we want to make through our business and tangibly, how we go about actually getting there!"
Femke Storm, CEO, Lab Rooms - “You brought us in an open, safe environment to share our thoughts, fears, and failures… and while we we’re sharing, aligning and bonding it felt like you were doing your magic on our mission, vision, purpose, and story. You kept it light, high-pace, and weren’t afraid to cut the crap and keep it as short as possible.”
Elsa Scholte, International Manager, Solidaridad Network- "Lucy is an enthusiastic communication professional, eager to take on what needs to be done now, while thinking along on how to improve for the future. She has been able to bring substantial improvements to a wide range of our products: from website articles, to social media posts, to brochure texts."
Igor Beuker, Professional International Speaker, Trendwatcher & Thought Leader - "Once in a while you have this 'click'. You meet sharp people whochallenge the status quo. People who add value to your thinking,your storytelling, and your business. Consultancy, research,copy? Lucy improved my output. She goes that extra mile."