This Telecom Campaign Recreates a Boy's World War II Story on Social Media

Dutch Brand KPN Story Uses Technology to Connect the Generations

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Dutch telecom brand KPN is reimagining stories from the Second World War for the digital age, to connect the generations in a campaign for Dutch Remembrance and Liberation day.

The trigger for the campaign, by Amtserdam agency N=5, was a newspaper article in the Netherlands featuring interviews with a group of elderly resistance fighters titled "It's up to you to keep this story alive."

KPN imagined the story of a boy called Evert, and put it onto YouTube vlogs and Instagram posts to make his story seem real for the younger generation. His experience includes an account of his journey to find his brother in hiding after escaping a German labor camp, viewable on the campaign website.

KPN conceved the campaign in partnership with the National Committee for 4 and 5 May (Remembrance Day and Liberation Day), and the Dutch Resistance Museum. Historian and author Dr. Joost Rosendaal of Radboud University joined the project to aid historical accuracy. It has already proved popular with educators and there are plans to include it in the Dutch school curriculum as of 2018.

Silvia van Hooft, strategy director at N=5, told Creativity: "Evert_45 is not a traditional campaign for KPN with an ROI in mind, but rather a social initiative into which the brand wishes to invest time, money and energy into as it proves and underlines KPN's brand mission. KPN believes new technology enables people to feel free. Evert_45 technology is used in an innovative way to [remind] that we should never take today's freedom for granted."

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About

Credits
Date
Jun 01, 2017
Agency:
N=5 Amsterdam
Client:
KPN
Strategy:
Silvia van Hooft
Strategy:
Bastiaan Weers
Copywriter:
Thijs Bontje
Art Director:
Daniel te Lindert
Art Director:
Olaf van der Geld
Account:
Ralph Balk
Account:
Dewi van der Kolk
Account:
Anouk Zink
Producer:
Tisha Hoppenbrouwers
Producer:
Monique Neuteboom
Producer:
Jasper Baartmans
Design:
Jan Jesse Bakker
Motion:
Renoud Netjes
UX:
Jordy van den Boom
Production Company:
Pupkin Film
Director:
Giancarlo Sanchez
Camera:
Thijmen Doornik
Camera:
Roel van't Hoff
Edit:
Taco Arts
Edit:
Renoud Netjes
Digital Production:
Superhero Cheesecake
Photography:
Lars Noback
VFX & Sound:
The Ambassadors
VFX & Sound:
Soundcircus
VFX & Sound:
Big Orange
Media:
MAAK
Media:
Hill + Knowlton
Media:
MindShare
Media:
Digined

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