Get in shape with a record-breaking campaign 

— Doe de 360

When asked to help encourage exercise among kids, we knew it was time to step up – and jump around, and fall over.

Year: 2019
Client: The Dutch National Olympic Committee, Het Klokhuis, the Royal Federation of Gym Teachers
Role: Creative strategy, online strategy, production
Team: Working from KesselsKramer
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What started as a request by The Dutch National Olympic Committee, Het Klokhuis and the Royal Federation of Gym Teachers turned into a national sensation. This initiative to help encourage exercise among kids needed to succeed where previous efforts had failed. Working with KesselsKramer, we came in to develop and execute a storyline that would really cut through to children with poor body image or low self-esteem: a dance move that anyone could try – though maybe not without a few trips along the way.

‘Doe de 360’ was a full spin campaign, developed around an unlikely ambassador for a healthy life, Gino Pietermaai, alter ego of Dutch rapper Freshku. This much needed twist around health and athleticism helped build a campaign that connected music production, music video, TV ads and a social media strategy. Oh, and an attempt to organise the most recorded jumps since the dawn of time. The result: an official World and Olympic Record of 1.4 million kids jumping.