How do you prepare 18 million people for a crisis?How do you prepare 18 million people for a crisis?
Havas Lemz

Government of the Netherlands

The Dutch government needed 18 million people to prepare for crisis. A booklet was ready. But a government brochure nobody asked for has one destination: the bin. So we didn't advertise the booklet. We made the country need it.

 

On November 17th, a coalition of national partners staged a symbolic blackout. Train stations went dark. Supermarkets. ATMs. TV signals broke. Radio fractured. The country's daily infrastructure made unfamiliar, for one day. Days later, 8.5 million booklets landed on doorsteps. Not cold. Expected. 73% kept it. 43% acted. Recall doubled the government benchmark. Experience beats information. Every time.

Havas Lemz

Bever won't let you down

"Bever won't let you down." From that simple idea, the brand gets the whole of the Netherlands off the couch. Not a one-off campaign, but a platform that actually moves people. Social video that nudges, influencers that lead by example, PR that fuels the conversation, and a Strava challenge that pulled in over 30,000 Dutch participants. Result: brand preference +47%, and a Bever that doesn't just talk about the outdoors, but sets it in motion. Movement as proof.

Havas Lemz

Where are you?

Femicide in the Netherlands is rarely sudden. It's the predictable end of a long pattern of control. Yet most people, including professionals, miss the signs entirely. We built a film around one question: "Where are you?" Repeated. Escalating. Through an ordinary love story, coercive control reveals itself slowly, the way it actually happens.

Developed with bereaved families and domestic violence organisations, the film reached 366 million people socially, 77 million through PR. Over 66 police units now use it for training. Advice and support requests rose by 22%.

Havas Lemz

A world opens up for you

You know them. Or maybe — brace yourself — you’re one of them. Holding your phone a little further away. Turning up the brightness. Pretending it’s not the font size, it’s the lighting. Pearle Opticians new campaign dives into the all-too-familiar stages of denial when your vision starts to slip. Through painfully honest and playfully sharp storytelling, we hold up a (slightly blurry) mirror and show just how easy it is to do something about it. Because clearer sight doesn’t just sharpen what you see. It opens up a whole new world for you.

Havas Media
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Havas Lemz

Meet Bakker Daan

Bolletje had a new logo and a bold ambition: become the go-to brand for smart snacking. We gave that ambition a face. Meet Bakker Daan, a character built straight from the brand's identity. Curious, inventive, always one idea ahead. Each new product gets its own film, its own moment, its own flavour of Daan's restless creativity.

Four films in. New bakes launched. A baker who's become genuinely recognisable, not just as a mascot, but as the living proof that a 150-year-old brand can still surprise you.

Havas Media

A Day With Philips Hue

During a pandemic, when people are stuck at home, cultivating a relaxing, enjoyable ambience is key to staying happy. Havas content & partnerships capitalized on this insight for their campaign for Philips Hue Lighting products, highlighting their importance in creating a pleasant environment, by teaming up with artist Typhoon for the release of his new album Lighthouse.

"Light through the eyes of the artist" is a mini documentary on all facets of light and filmed in a special Philips Hue ‘lighthouse’ where Typhoon explains his journey from darkness to light to millions of people during the pandemic, surrounded by Hue hues. We even had his stadium light-plan hooked up to the Spotify album playlist for the occasion, so people would experience his live show lighting preferences at home.

Havas Lemz

Everyday life is the real workout

Optimel Protein brings protein out of the gym and into real life. The campaign shows that daily life, juggling work, kids, and to-do lists, is its own kind of Olympic sport. By focusing on how protein helps you stay full and energized, not just build muscle, Optimel reaches a wider audience. With relatable stories, protein becomes a natural part of everyday eating. Healthy food, for real life, not just for athletes. Winner of a bronze Effie 2025!