2022-2024
Diverse payoffs | De Buurt, OneWorld, Stichting Opkikker
Creative strategy
Copy
Briefing
A payoff is the ultimate expression of your brand's promise. A strong payoff resonates emotionally with the audience, makes clear what you stand for — and what people can expect as customers or citizens — and it sticks. Over the years I’ve created many payoffs for a wide range of brands. Below are four recent examples.
Result
De Buurt is a non-profit foundation that strengthens social cohesion in neighborhoods by organizing low-threshold, cheerful community activities together with local residents. Especially to connect people who don’t yet know each other. From this I created the payoff ‘Ongekende Ontmoetingen' (Unseen Encounters).
OneWorld is a journalistic magazine that calls itself ‘journalism for justice.’ It takes a clear stand against injustice and inequality and raises awareness around issues such as human rights, identity and climate justice. At the same time, it surprises readers with fresh angles, unexpected connections and unheard perspectives. I developed the payoff 'Lees je bewust', which is hard to translate, because in English the double meaning gets lost. It both says 'Make yourself aware', and 'You read on purpose'.
E-ports creates solar carports and bikeports, turning ordinary parking areas into something much more. You generate your own clean energy, make your parking area more attractive and offer extra comfort (shaded parking in summer, dry exits in the rain). Studio Ryoko asked me to develop the payoff. So I did: 'Unlocking lots'. Unlocking parking lots, unlocking a lot of potential.
Stichting Opkikker offers moments of joy to families with a chronically ill child through its ‘Opkikker Dagen’: big celebrations featuring helicopter flights, rides in cool cars, or being chauffeured like a real princess in a carriage — nothing is too crazy. I created the payoff ‘Keten van kracht' (Chain of Strength): a nod both to ‘chains’ — kids breaking free to play ('Spelen' or 'Keten' in Dutch) big and escape into another world — and to the chain of strength formed by volunteers, parents and Stichting Opkikker.
