SOURCY - This Is Water

ART, COPY AND CONCEPT
BY RUBEN
WORK FROM THE BRAIN
I. Stories - Brand Positioning
THE ANATOMY OF RUBEN
In “A Piece of Me” you can analyse my
professional performances. Behold and
find out who I am trough my work.
SOURCY - This Is Water
BRIEF
Brand position for water label Sourcy.
CREATIVE STRATEGY
The most characteristic feature of
(Sourcy) water is it’s lack of taste.
Therefore I got the idea into my head to
realize a simple and fair campaign
without expressing taste.
(tasteless campaign)
PROPOSITION
Sourcy water is plain and clear.
PAY-OFF
This is water
SOURCY,
THIS IS WATER
TEACHER’S - Twist Of Life
BRIEF
Global brand position for
whiskey label Teachers.
CREATIVE STRATEGY
The value of life is set by the
disasters you went through.
That’s the way life teaches you.
PROPOSITION
Teacher whiskey teaches you to
embrace the disasters in life.
PAY-OFF
Twist of life
TEACHER’S,
TWIST OF LIFE
LEFFE - Matured Through Struggle
BRIEF
Brand Leffe beer as a beer of highest
quality. A kind of beer which cannot be
consumed in a fast way.
CREATIVE STRATEGY
The abbey of Leffe has suffered from
many disasters in past. They had to
endure pest, heavy floods, sieges and
destructions. Only four walls of the
abbey kept upright.
LEFFE,
MATURED
TROUGH
STRUGGLE
PAY-OFF
Matured through struggle. (English)
Gerijpt door strijd. (Dutch)
COMMERCIAL
We have projected a compilation of
disasters and attacks on the beer glass.
Floods, gun shots and other destructions
have damaged the glass. The projection
of a crying angle transfers into a beer
drop rolling down from the glass.
The Leffe logo, being a leaded window
has broken to pieces and has fallen
apart. Subsequently the pay-off follows:
Leffe. Matured through struggle
KETTLE CHIPS - Haute Frituur
BRIEF
Brand position for chips label Kettle.
Brand essence: Tasteful and classy chips.
CREATIVE STRATEGY
Pleasing/delicious chips should be
tastefully and stylish consumed.
PROPOSITION
The frying and houte cousine world meet
each other in the bags of ‘Kettle’ chips.
PAY-OFF
Haute frituur.
- Sampling Butler
Pronounced similar as Haute Couture,
- Restaurant Serving Trays
but with the meaning of high-end fry
KETTLE,
HIGH-END FRY
1
Bij beleving van intens
positieve smaak stimulans,
houdt uw reactie ingetogen
2
Houdt de amuse enige
tijd in de mond
alvorens door te slikken
3
Houdt bij het aanreiken
van de delicatesse het etikett ten
alle tijden naar voren gericht
REBORN - Print Adverts
BRIEF
Create a print Ad. to increase the
number of organ donations.
IDEA 01
Sign for life.
IDEA 02
Putting your heart into the ground
is not going to give new life.
IDEA 03
REBORN,
SIGN FOR LIFE
1.
Even death won’t stop
my heart from beating.
2.
Even death won’t stop
my lungs from breathing.
DUCKTAPE - The Problem Solver
DUCKTAPE,
THE PROBLEM
SOLVER
No, but we can keep your house in place.
No, but we can keep your feet dry.
In a refugee-camp in Haïti a tornado left a path of destruction. Things break.
In Jakarta a flooding destroyed houses off hundreds of people. Things break.
We don’t want them to, but when they do, Ducktape wants to help. What better way to
We don’t want them to, but when they do, Ducktape wants to help. What better way to do that,
do that, than to show the strength of our tape and restore the damage of the camp.
than to show how water resistant our tape is and restore the damage caused by the water.
Follow us on www.ducktape.com as we solve some of the biggest issues around the world.
Follow us on www.ducktape.com as we solve some of the biggest issues around the world.
Big issues need a big solver,
Ducktape.
Big issues need a big solver,
Ducktape.
RAY-BAN - Never Hide
BRIEF
Create a new impulse in line with the
ongoing “never hide” concept.
SPECTACLE-CASE
What goes beyond turning ones
“Never hide” promise into reality?
That’s why I started with the iconic
spectacle-case, but changed it into
a transparant appearance.
Even if you would like to hide your
Ray-Ban, it won’t succeed!
PRINT
With a pair of Ray-Ban glasses you can
present yourself without any shame.
Even if you suffer from an imperfection
in your appearance (baldness, kiss mark
etc.) you can proudly show up!
Never hide... yourself!
RAY-BAN,
NEVER HIDE
PAY-OFF
Never hide
RIZLA+ - Rolling around the world with Rizla+
BRIEF
Figure out an attractive gimmick in line
with the theme “rolling around the world
with Rizla+” to be used as an ice breaker
for the Rizla+ commercial representative.
GIMMICK
A hammock which you can pull out of
RIZLA+
ROLLING
AROUND
THE WORLD
WITH RIZLA+
the new packaging similar to the way to
use a rolling paper. This fits the lifestyle
of the Rizla+ smoker and corresponds to
the story “rolling around the world with
Rizla+”.
DIRECT MAIL
A Direct Mail which can be pulled out of
the packaging similar to the way to use a
rolling paper.
CD - EVENT
To release a CD containing the greatest
rolling hits since 1796. From ‘Rolling in
the deep’ by Adele to ‘Let it roll’ by Paul
McCartney. We connect an internal event
to the CD through a so-called ‘karaoke’
happening.
AXA INSURANCE - Worlds 1st website where you guaranteed will be screwed!
AXA,
WORLDS 1ST
WEBSITE
WHERE YOU
GUARANTEED
WILL BE
SCREWED!
BRIEF
In every movie we’ll finish with the line:
Make people aware of the online risks
On this website you know you will be
and our solution “The insurance that
screwed, but in the rest of the online
takes care of your digital life.”
world you won’t. We have the Solution...
SOLUTION
PROPOSITION
Worlds 1st website where you
The insurance that takes
guaranteed will be screwed!
care of your digital life.
Instead of all the products and websites
online that are cheating on you without
saying it, whe are going to create a
platform on which we honestly tell that
we cheat the visitors. On this platform all
cliche products will be sold. These products will be supported by short movies
in which is shown that the products are
manufactured in a shabby and fake way.
EXAMPLE
1. We sell viagra pills that are blue
painted vitamin pills 2. Fake branded
products, like silk screened T-shirts from
Koko Sjanel and Lowie Voetton etc.
3. We also provide services such as russian escort girls who are a bit too “manly”,
etc. The fun part of the website is that you
actually can buy these products.
All the product movies will not hide the
fact that the products are fake and made
in a clumsy way by obscure people.
PIERRE VACANCES - Social Snowball
BRIEF
Make people aware of an outdoor snow
event in Brussels and generate contact
information.
MEDIUM
Facebook
SOLUTION
The idea “The Social snowball” is based
upon the principle of a chain-letter.
On Facebook you can put your face in a
PIERRE
VACANCES,
SOCIAL
SNOWBALL
snow ball and roll the ball through to just
one friend. This results into a growing
snow ball representing a group of
people. The snow ball is not allowed to
stop rolling during one day. Otherwise
it will melt down. Correspondingly your
chance will be gone. Out of the biggest
snow ball, a group of people will be
selected that wins a ski holiday of P&V.
IKEA & CANON - Co-Branding and Campaign
BRIEF
Create a Co-brand invention with
IKEA and a brand of choice. Explain
why this is a good collaboration and why
CANVAS
MEUBEL,
A FURNITURE
PRINT SERVICE
BY CANON
AND IKEA
there’s a gap in the market for it.
BRAND ESSENCE IKEA
IKEA, make it beautiful.
Inspiration for home ideas as well as
a proponent of creative freedom.
DO IT YOURSELF!
BRAND ESSENCE CANON
CANON, you can.
The delivering power to printing
(and photography).
INSIGHT / TREND
IKEA-hacking not against but with IKEA
THE IDEA
A furniture print-service for customizing
IKEA furniture.
PROPOSITION
Catch your world (/images) into
your custom IKEA furniture.
PAY-OFF
Alles is meubel (Dutch)
Everything is furniture ((English)
IKEA & CANON - Co-Branding and Campaign
CANVAS
MEUBEL,
A FURNITURE
PRINT SERVICE
BY CANON
AND IKEA
Interactive logo connected to some of the parking spaces.
This installation will project colours and textures of parked
cars on the logo. CATCH YOUR WORLD!
WORK FROM THE HEART
II. Solutions - Consciousness Raising
MANIFESTO - Succes is Brandless
BRIEF
Spot an ongoing trend in the advertise
scene. What could be extreme
consequences of this trend? And what
could be your statement about this issue?
INSIGHT / TREND
Brands do not sell products anymore,
they sell an attitude. Which hasn’t
necessary to do with fulfilling material
needs but most of all fulfilling emotional
needs, a hunger to identity.
Brands tell you ‘Your dignity and
happiness come from self-expression’
They mean ‘Your dignity and happiness
come from brand-expression’
MANIFESTO,
SUCCES IS
BRANDLESS
MISSION
- Awareness of self-esteem
- Emotional independence from
‘brand value’
PAY-OFF
Succes Is Brandless!
A BRANDLESS NEW DAY
At this event you can change branded
lifestyle objects for matching lessons
from a professional. For instance you can
change a North Face jacket for climbing
lessons. From this moment on it’s about
‘doing’ instead of ‘pretending’.
HELLO BEING!
FROM ‘BRAND VALUE’ TO ‘PERSONAL VALUE’
MANIFESTO - Succes is Brandless
MANIFESTO,
SUCCES IS
BRANDLESS
MANIFESTO - Succes is Brandless
PROJECT SLOW - Pace Maker
PROJECT
SLOW,
PACE MAKER
WORK FROM STRENGTH
III. Visual spectacle - Art Direction
ECHT BEDRIJF - Visual Identity And HEBBINK - Photo Shoot
NDO+i - Visual Identity
VISUAL SPECTACLE - Artworks
SHU & SHOP
“Snij Het Uit” & “Stick Het
OP” Are two fictional brands.
Together with friends, I often
deal with graphic design and
being creative in al kind of
ways. We make templates,
stickers, graffiti, t-shirts,
photography, etc. We use
these two brands, to release
our creativity.
VISUAL SPECTACLE - Typography and Character Design
VISUAL GRAMMER - Sensitive Mood Compass
RABOBANK
IV. 11-09-2013
RABOBANK - Bankconcept
RABOBANK
EEN THUIS
VOOR VRAGEN
...
RABOBANK - Bankconcept
RABOBANK
EEN THUIS
VOOR VRAGEN
&
VERTREKPUNT
VAN IDEEËN
RABOBANK - Bankconcept
RABOBANK
OPENINGSCAMPAGNE
?
22 oktober 2013.
Ook w
ij ope
ne
mee m n
et
Rabo
b
‘s-He ank
rtoge
nbosc
h
RABOBANK - Bankconcept
n
pene t
e
wij o
Ook mee m
nk osch
oba
Rab ogenb
rt
‘s-He
Officieel het
‘JA-woord’ zonder ook
geven of heel tevreden?
Rabobank ‘s-Hertogenbosch
Een thuis voor vragen & vertrekpunt van ideeën.
Kunst het zelf
waarderen of creëren?
Rabobank ‘s-Hertogenbosch
Een thuis voor vragen & vertrekpunt van ideeën.
Als hobby in
het weekend of
betaald als
toptalent?
pen mee op 22 september!
Maak kans op een te gekke openingsprijs!
Voor deelname ga je naar rabobank.nl/opening
Kunst het zelf
waarderen of creëren?
Betaald
parkeren bij
een parkeerautomaat of
gratis als
ludieke
Rabo-daad?
Vandaag heeft Rabobank ‘s-Hertogenbosch
?
COOL ENOUGH?
Leffe (Internationaal)
Ray-Ban (Internationaal)
Alpha Romeo (BE.)
Milka (BE. NL.)
Rabobank (Den Bosch)
Eneco (NL.)
SPA Citron (NL.)
Unilever, Omo (NL.)
LU (BE. NL.)
Centerparcs (NL.)
RizLa+ (BE. NL)
AXA (BE.)
Reborn (BE. NL.)
Piere Vacances (BE.)
Applus RTD (NL.)
Lloyd’s Register (NL.)
Etc.
MAIL ME
R.Heerings@echtbedrijf.nl
FACEBOOK ME
Facebook.com/ruben.heerings
TRY ME / HIRE ME
+31 (0)6 49 36 11 42