Once a year during Prinsjesdag, the Dutch Parliament presents its (financial) plans for the upcoming political year. A popular day for the Dutch people because aside from the presentation of the financial political agenda, the public’s attention mostly goes out to the hats of the Dutch ministers, members of parliament and our Queen.
The ladies showcase a wide variety in hat creations. And while watching the live TV-broadcast of Prinsjesdag at our office, we used the comparisons of the different types of hats with products of the retailer.
On the spot we produced short social commercials and posted these ‘hoofdaanbiedingen’ (top offers) online on Facebook and digital billboards throughout the Netherlands.
This way the organza silk twirly hat worn by former Minister Jorritsma embodied an offer for cured ham and a twisted grey scaled hat worn by Minister Faber the offer for pickled herring. By hacking Prinsjesdag we reached over 1 million people with our head-turning offers.
SAN Accent Award - Smart Idea