BNO (Association of Dutch Designers) is the largest community of designers and design agencies in the Netherlands. While the organisation has been standing up for designers’ rights for over a century, there are still too many people who are unfamiliar with their practice. So, they asked us to help them get their name out there. A great place to start was the Dutch Design Week, the largest design event in Northern Europe with 355.000 visitors in 2018.
Flyers for 355,000 designers
To kick off the new promotional campaign, we designed a flyer series aimed at the most critical audience imaginable: designers. To make them notice the BNO, we created pieces of eye candy: we came up with bold statements that we placed on brightly coloured flyers that immediately grab the attention. BNO is presented as “Your coach to success” or providing a “Shitload of good contracts”. The main motto, “Made by Dutch designers”, says a lot about BNO in just four words, and is the key to this campaign. We are Dutch designers, just like you, so join us!
The flyers, handed out by BNO crew from our BNO tote bags, were meant to encourage direct interaction between the designer and the organisation. They consist of two parts, each triggering a different reaction. The top half asks “What’s in it for me?” and makes you want to learn more on the website. You could also let BNO contact you by filling out the bottom half titled “What can we do for you?”. Choose a side and tear along the dotted line. The exaggerated holes are a cheeky way to turn a humble flyer into a monumental design object.
BNO was a very satisfied customer: “The flyers were used extensively and they led to many interesting conversations, reactions and interest from designers in our organisation!” They intend to continue handing out the flyers at upcoming events.
- Creative Directors Arwen Ronner, Matthijs Ronner
- Art Directors Arwen Ronner, Matthijs Ronner
- Designers Wilfred van der Weide
- Illustrators –
- Photographers Aad Hoogendoorn
- Editors –
- Copywriters Freek Kroesbergen, Amy den Hartog
- Printer Edauw & Johannissen