'Glasbak' by De Jeugd van Tegenwoordig

  • Title
    • Glasbak
  • Artist
    • Studio Lernert & Sander and De Jeugd van Tegenwoordig
  • Produced by
    • Arttenders, Adult
  • Commissioned by
    • Nedvang
  • In collaboration with
    • ismusic, Top Notch

Glasbak is a song by Dutch hiphop formation De Jeugd van Tegenwoordig. The spectacular music video for this song was designed and produced by Studio Lernert & Sander. The song is part of the national advertising campaign 40 Jaar Glasbak - Lekker Bezig!, aimed at engaging a wide audience in the celebration of four decades of glass recycling

In december 2018 we launched an extended version of this campaign with 40 jaar Glasbak - Doe Het Lekker Zelf! in collaboration with artist Lieke Janssen.


On set Photo credits: Maarten Le Roy, @adult


Art + music as a perfect tool

The song Glasbak is a bottom-up strategy as part of the national advertising campaign for 40 Jaar Glasbak - Lekker Bezig!. It aims to reach a young and diverse audience by bringing humor and top of mind awareness to glass recycling. For this, music is the ultimate tool.

By releasing Glasbak as an independent track, the song has authentic content and organic impact. It brings together rebellious rappers and recycling glass; not an ordinary combination, but definitely a funny one! At the very least this meets the inquiry of reaching and engaging a young audience.

De Jeugd van Tegenwoordig collaborated closely with Studio Lernert & Sander on the music video. Glass bottles and recylcing bins take center stage. This is visualized by a camera that travels from one spectacular installation to the other, to shoot a perfectly timed ‘break’ of a glass bottle on the ground. Both the video and clip are full of humor. Watch the original music video below or go here.

Extra special thanks to: Studio Lernert & Sander, Nedvang, Renate van Roosmalen, Adult and Bigguban Media.



'40 jaar Glasbak' wins a Silver award!

The Grand Prix Content Marketing Awards are meant to celebrate the most successful content strategies of the year, as well as outstanding content productions in creation, partnerships and distribution. On 22 November 2018 Arttenders was given a Silver Award in the category Not for Profit.

"A campaign with 100% creativity"

The jury deems '40 Jaar Glasbak - Lekker Bezig!' the second most successful content strategy in this category, directly after Gold Award winner Yune with their conversion campaign for hersenonderzoek.nl.

The jury about our entry: "The client has shown a lot of guts by giving artists free rein through this agency. This has resulted in campaign with 100% creativity and a variety of surprising instruments for communication."

The jury continues by saying: "The way in which the results of this campaign have been shared with the jury can serve as an example for other cases. We are looking forward to further results and to how the message of this campaign will last in the hearts and minds of people below the age of thirty."