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'40 jaar Glasbak - Doe het Lekker Zelf'
by Lieke Janssen

  •  Title
    • 40 jaar Glasbak - Doe het Lekker Zelf! (2018)
  • Artist
    • Lieke Janssen
  • Communication strategy
    • Arttenders
  • Project management
    • Arttenders
  • In collaboration with
    • Spice PR, Houtcultuur
  • Production
    • Arttenders
  • Commissioned by
    • Nedvang
  • Location
    • The Netherlands

What do you get when you combine an anniversary, glass recycling and the most festive season of the year? The national advertising campaign ’40 jaar Glasbak - Doe het Lekker Zelf!’:  a colourful inspiration on how to re-use and recycle glass during the holidays, conceptualised and visualised by set designer Lieke Janssen. This end-of-year campaign is an extension of our previous '40 Jaar Glasbak - Lekker Bezig!' campaign launched in May 2018. For Doe Het Lekker Zelf!, Arttenders combined a visual concept, DIY tutorials and the Gouden Glasbak on Tour to reach out to stakeholders and families throughout the Netherlands.

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Credit all photos on this page: Antim Photography

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Lieke Janssen

Photographer and set designer Lieke Janssen shot the tasty photographs for this campaign. Her set designs are always handmade and playful. By putting everyday objects in a new context and playing with scale, her work results in surreal and colorful scenes.

For this campaign Lieke created a three-part visual concept in line with the highlights of December: Christmas, New Years Eve and a fresh start of the new year. On every image, the glass recycling bin as dinner table is the focal point, set for the occasion, but filled with funny little details, and hints towards re-using glass jars and bottles.

Arttenders translated this visual concept into an extensive content strategy – the festive images were seen all over the Netherlands.

Giveaways and DIY tutorials

Arttenders also created an unexpected twist in the shape of Do It Yourself Tutorials to transform glass jars into holiday must-haves. The tutorials were adopted by influencer Lize Korpershoek, poet Derek Otte and Restaurant Louie Louie.

These tutorials, together with two pins of the iconic logo and glass recycling bin and an invite to the Gouden Glasbak on Tour, where packed together in a beautiful giveaway and sent to stakeholders, relations, media and influencers to wish them a happy and sustainable holiday.

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De Gouden Glasbak on Tour

To give this campaign an extra festive twist, we took De Gouden Glasbak on to the streets! The golden glass recycling bin made its first appearance in the music video Glasbak by De Jeugd van Tegenwoordig, as part as part of our campaign earlier this year, to celebrate 40 years of glass recycling in The Netherlands. De Gouden Glasbak toured Amsterdam with stylist Fred van Leer. The next day our golden star made an appearance in Den Haag with presenter Shelly Sterk. Fred and Shelly visited Dutch A-listers at home to collect all the glass jars and bottles that were emptied during the holidays.
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