Niek van Lonkhuijzen, project manager by Niek van Lonkhuijzen

Niek van Lonkhuijzen, project manager

Work at Fuel Europe

Fuel Europe was the European “branch” of EURO RSCG/New York. It was put in place to produce Global advertising campaigns for Volvo Car Cooperation.

Volvo print campaigns

When starting at Fuel my main task for the ďŹ rst few months was the production of several large print campaigns.

Print “Toolkit II”

SP/DPS

A print Toolkit which part of Volvo’s rebranding operation containing 18 new ads covering all Volvo car models. Magazine , Newspaper and Outdoor.

XC 90 Launch campaign

SP/DPS

The XC90 Launch campaign consisted of two TV comercials and a print toolkit containing print ads for both magazine,newspaper and outdoor.

XC 90 â&#x20AC;&#x153;Awards adâ&#x20AC;?

The launch off the XC90 was a huge success both in sales and in the critical acclaim off the automotive press. This ad celebrates all the awards the XC90 received.

S80 Toolkit

DPS/SP

Another print toolkit was prepared for Volvoâ&#x20AC;&#x2122;s luxury sedan, the S80. The ideas focussed on the various motor settings that could be adjusted. The car was shot as though it was a precious jewel.

The Mystery of Dalaro

With the entry of a new Creative Director, Lorenzo de Rita, the work got much more exciting and fun to make. The ďŹ rst campaign I made with Lorenzo was a campaign for the restyled S40. A mystery .....

Film

The focal point of the campaign was a short documentary on the internet about a small Swedish village where the local Volvo dealer sold 32 S40â&#x20AC;&#x2DC;s in a single day.

See film on: niekl.blogger.com

Viral ?

After viewing the ﬁlm people would be directed to the site of (fake) documentary maker Carlos Soto who himself asks the question “is this story true”. The story was picked up by the “blogosphere”.

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WHAT MADE AN ENTIRE VILLAGE BUY THE SAME CAR?

THE NEW VOLVO S40 AND THE MYSTERY OF DALARÖ

thirty-two locals unbeknownst a Swedish village of only 1015, number considering that usually On the 25th October 2003 in Dalaro, the new Volvo S40. An outstanding to each other, bought the same car: 4 cars per month. Made aware of the facts, Volvo Car Corporation Why all of a sudden the local dealer sells no more than g a documentary. So what happened? on the same day? same car the decided to investigate further, by commissionin buy to thought simultaneous did so many people have the same

WATCH THE FULL DOCUMENTARY AT WWW.VOLVOCARS.COM

THE KEY FEATURES OF THE NEW VOLVO S40: PION E E R I NG CAB I N CONCE PT, FLOATING CE NTE R CONSOLE,

THE KEY FEATURES OF THE NEW VOLVO S40: PION E ER ING CABIN CONCEPT, FLOATING CENTE R CONSOLE,

REVOLUTIONARY SCANDINAVIAN DESIGN AND THOUGH COMPACT IT HAS ALL OF THE SAFETY OF A LARGE VOLVO SALOON

TH IS MODEL CONSU M ES FROM 6,5 LITR ES/100 KM TO 13,3 LITR ES/100 KM AN D HAS CO2 E M ISSIONS RANG I NG FROM 162 G / KM TO 272 G / KM.

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WHAT MADE AN ENTIRE VILLAGE BUY THE SAME CAR?

thirty-two locals unbeknownst a Swedish village of only 1015, number considering that usually On the 25th October 2003 in Dalaro, the new Volvo S40. An outstanding to each other, bought the same car: 4 cars per month. Made aware of the facts, Volvo Car Corporation Why all of a sudden the local dealer sells no more than g a documentary. So what happened? on the same day? same car decided to investigate further, by commissionin simultaneous thought to buy the did so many people have the same

THE NEW VOLVO S40 AND THE MYSTERY OF DALARÖ

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WHAT MADE AN ENTIRE VILLAGE BUY THE SAME CAR?

thirty-two locals unbeknownst a Swedish village of only 1015, number considering that usually On the 25th October 2003 in Dalaro, the new Volvo S40. An outstanding to each other, bought the same car: 4 cars per month. Made aware of the facts, Volvo Car Corporation a sudden the local dealer sells no more than ry. So what happened? Why all of documenta a ning commissio by same car on the same day? decided to investigate further, simultaneous thought to buy the did so many people have the same

THE NEW VOLVO S4 0 AND THE MYSTERY OF DALARÖ

WATCH THE FULL DOCUMENTARY AT WWW.VOLVOCARS.COM THE KEY FEATURES OF THE NEW VOLVO S40: PION EE R ING CABIN CONCE PT, FLOATING CENTE R CONSOLE, REVOLUTIONARY SCANDINAVIAN DESIGN AND THOUGH COMPACT IT HAS ALL OF THE SAFETY OF A LARGE VOLVO SALOON TH IS MODEL CONSU MES FROM 6,5 LITR ES/100 KM TO 13,3 LITR ES/100 KM AN D HAS CO2 EM ISSIONS RANG ING FROM 162 G /KM TO 272 G / KM.

WATCH THE FULL DOCUMENTARY AT WWW.VOLVOCARS.COM THE KEY FEATURES OF THE NEW VOLVO S40: PION E E R I NG CABIN CONCE PT, FLOATING CE NTE R CONSOLE,

Print was aimed at pointing people to the web to watch the documentary.

REVOLUTIONARY SCANDINAVIAN DESIGN AND THOUGH COMPACT IT HAS ALL OF THE SAFETY OF A LARGE VOLVO SALOON TH IS MODE L CONSU M ES FROM 6,5 LITR ES/100 KM TO 13,3 LITR ES/100 KM AN D HAS CO2 E M ISSIONS RANG ING FROM 162 G /KM TO 272 G /KM.

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On the morning of October 25th2003, Swedish villager Frank Messman brushed an autumn leaf from his shoulder and stepped into his local Volvo showroom. He had awoken that day with an unshakeable resolve to buy a new car for his family. He had been toying with the idea of visiting the local showroom for some weeks, but somehow during the night, in the darkest recesses of his mind, a decision had been made. Today was the day. “OF COURSE IT’S WEIRD THAT 32 PEOPLE HAD THE SAME IDEA OF BUYING THE SAME CAR ON THE SAME DAY IN SUCH A SMALL VILLAGE, BUT THEN THERE ARE MANY REINDEERS AROUND HERE , PEOPLE ARE SCARED AND THE NEW S4O IS SMALL BUT BIG ON SAFETY WITH THE REINDEER.” Nils Ledderman, the 7th Dalarö villager to buy a Volvo S40 that day.

He returned to his home later that morning, the proud owner of a new Volvo S40. His wife and family were duly excited and congratulated themselves on their purchase. Little did they know, how greatly their joy was being shared. For unbeknown to Frank, 31 of his neighbours had felt compelled to do the very same thing. In a tiny Swedish fishing village with a population of just 1,015I residents, where previously the highest recorded car sale was two in one day, three percent of the population had had the self same idea to buy the self same car on the self same day. Big time coincidence? Or small town weird? So compelling is the Dalarö mystery that the Volvo Corporation has shelved its S40 marketing launch and instead, commissioned a documentary to explore the phenomenon.

Editorial THE TOWN WHERE EVERYONE DRIVES THE SAME CAR. The incredible story of Dalarö, a small Swedish village of 1015 people where, mysteriously 32 people bought the same car (the new Volvo S40) on the very same day.

For here it would seem, is a car that has parked itself in the very hearts and minds of a community. A car with a silent, yet irresistible calling. Like the ripples in the water of the Dalarö harbour or the tree rings in the logs stacked high in the timber yards, 32 villagers had left their homes that day and travelled with identical purpose and direction. 32 previously unrelated residents had become subconsciously united by a single purpose. To buy a car. To buy the same car. The new Volvo S40. And yet how can this be? Can the purr of an engine become one with the beat of a heart? Is it possible that Volvo’s ‘For Life’ philosophy is so deeply instilled in the form and lines of one model that the new S40 has become one with Life itself? While sociologists bandy fevered theories of

Pictures by Rick Guest

“doppel thinking” and “encoded communal thoughts”, 32 ordinary residents of a small Swedish village simply drive their cars and scratch their heads As the reindeer plot alternative routes through the village , the World’s leading social behaviouralists chart their own journeys through the minds of the Dalarö villagers. Borgian theories have been mooted, Ganzfield tests have been proposed . But their routes are conjecture only. For sure there may have been many examples of the collective subconscious in science fiction , but this was science for real. Was it possible that one single thought could become encoded in the collective mind of a small village? And if so, where did that thought come from and how was it shared? Could a car become one with Life? Could Life become one with a car?

An editorial giving information on Dalaro and what had happened. Both ﬁlm and print were shot in the actual town of Dalaro. The ﬁlm was shot by Spike Jonze, photography was done by Rick Guest.

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WHAT MADE AN ENTIRE VILLAGE BUY THE SAME CAR?

THE NEW VOLVO S4 0 AND THE MYSTERY OF DALARÖ WATCH THE FULL DOCUMENTARY AT WWW.VOLVOCARS.COM

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to each other , decide 1,015, did 32 people, unbeknown Why in a village with a population of model (the new Volvo day? Why this village and why that to buy the same car on the same to act collectively? forced by unconscious reasoning S40). Have these 32 individuals been takes us straight to the heart of Soto, Carlos director, ary document Reknowned Venezualan and engaging experts the 32 people who bought the car the Mystery of Dalaro, interviewing debate. scientific a in physics quantum and in common behaviour ,ESP Directed by: Carlos Soto Produced by: Volvo Feature Length: Approx. 8 minutes Language: English Subtitles: Italian-French-German-Spanish

THE MYSTERY OF DALARÖ

Various

19-12-2003

A DOCUMENTARY SPONSORED BY VOLVO

Furthermorer the campaign was supported by outdoor. DVD’s with the ﬁlm were handed out and Instore materials were developped.

WHAT MADE AN ENTIRE VILLAGE BUY THE SAME CAR?

THE MYSTERY OF DALARÖ D BY VOLVO A DOCUMENTARY SPONSORE

WHAT MADE AN ENTIRE VILLAGE BUY THE SAME CAR?

locals unbeknownst a Swedish village of only 1015, thirty-two number considering that usualOn the 25th October 2003 in Dalaro, the new Volvo S40. An outstanding to each other, bought the same car: 4 cars per month. Made aware of the facts, Volvo Car Corporation ly the local dealer sells no more than what happened? Why all of a sudcommissioning a documentary. So the same car on the same day? decided to investigate further, by same simultaneous thought to buy den did so many people have the

THE NEW VOLVO S40 AND THE MYSTERY OF DALARÖ

“IT’S KIND OF LIKE, WE WERE INFLUENCED IN SOME WAY, AT THE SAME TIME ... ALL OF US ... BUT HOW?” 32 residents of Dalarö Janne Holmgren, one of the on the same day who bought a New Volvo S40

BY VOLVO A DOCUMENTARY SPONSORED RS.COM WATCH IT AT WWW.VOLVOCA

IDEA “OF COURSE IT’S WEIRD THAT 32 PEOPLE HAD THE SAME A SMALL OF BUYING THE SAME CAR ON THE SAME DAY IN SUCH THERE VILLAGE. BUT THEN IF YOU THINK HOW MANY REINDEERS S40 IS ARE AROUND HERE, …PEOPLE GET SCARED, AND THE NEW VOLVO." A SMALL CAR BUT WITH THE SAME SAFETY OF A BIG residents of Dalarö Anders Malm, one of the 32 on the same day who bought a New Volvo S40

“NO, I DIDN’T KNOW THAT 31 OTHER PEOPLE WERE BUYING THE SAME CAR AS ME ON THE VERY SAME DAY. FITS PERSONALLY I BOUGHT MINE BECAUSE IT PERFECTLY MY IDEA OF HOW A CAR SHOULD BE: PERFECT SIZE, ” SPORTY PERFORMANCE, GREAT INTERIOR DESIGN, SAFE. 32 residents of Dalarö Niklas Bergström, one of the on the same day who bought a New Volvo S40

The Route V50

The next campaign was again based around a webﬁlm. The Route V50 was a ﬁlm about a man taking the next step in life, played by Robert Downig Junior.

Film

The ďŹ lm was shot in the Nevada dessert, directed by Stephen Shore and with the lead roles played by....

See film on: niekl.blogger.com

V50_PROFILE _1_ QRTFRONT

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THE ROUTE V50 THE QUICKEST WAY TO CONFIDENCE

WHEN PART OF YOU WANTS TO STAY

AND PART OF YOU WANTS TO GO.

WHEN PART OF YOU WANTS TO STAY

WHICH PART OF YOU IS GOING TO TAKE THE WHEEL? AND PART OF YOU WANTS TO GO.

WHICH PART OF YOU IS GOING TO TAKE THE WHEEL?

WATCH THE FILM AT VOLVOCARS.COM AND WHATEVER HAPPENS DON'T TURN BACK. THE NEW VOLVO V50:

WATCH THE FILM AT VOLVOCARS.COM AND WHATEVER HAPPENS DON'T TURN BACK.

REVOLUTIONARY INTERIOR CABIN CONCEPT --> T5 ENGI NE --> IDIS (INTELLIGENT

THE NEW VOLVO V50:

DR IVER INFOR MATION SYSTEM) --> COM PACT DESIG N WITH ALL TH E SAFETY OF A LARGE VOLVO STATION WAGON.

REVOLUTIONARY INTERIOR CABIN CONCEPT --> T5 ENGINE --> IDIS (INTELLIGENT

DRIVER INFORMATION SYSTEM ) --> COMPACT DESIGN WITH ALL THE SAFETY OF A LARGE VOLVO STATION WAGON.

Combined fuel consumption for the V50 ranges from 4.5 to 9.5 l/100 km and CO2 emissions range from 148 to 227 g/km.

Combined fuel consumption for the V50 ranges from 4.5 to 9.5 l/1 00 km and CO2 emissions range from 148 to 227 g/km.

To see the Route V50 trailer on your phone: text ROUTE to xxx

Print THE ROUTE V50

THE ROUTE V50

THE QUICKEST WAY TO CONFIDENCE

QUICKEST WAY WAY TO CONFIDENCE CONFIDENCE THE QUICKEST

WHEN PART OF YOU WANTS TO STAY

AND PART OF YOU WANTS TO GO. WHEN PART WHEN PART OF OF YOU YOU WANTS WANTSTO TOSTAY STAY

AND AND PART PART OF OFYOU YOUWANTS WANTSTO TOGO. GO.

WHICH PART OF OF YOU YOU IS IS GOING GOING TO TO TAKE TAKETHE THEWHEEL? WHEEL?

WATCH THE FILM AT VOLVOCARS.COM AND WHATEVER HAPPENS DON'T TURN BACK. THE NEW VOLVO V50: REVOLUTIONARY INTERIOR CABIN CONCEPT --> T5 ENGINE --> IDIS (INTELLIGENT (INTELLIGENT Combined fuel consumption for the V50 ranges from 4.5DESIGN to 9.5 l/1WITH 00 km ALL and CO2 range 148 to VOLVO 227 g/km. DRIVER INFORMATION SYSTEM ) --> COMPACT THEemissions SAFETY OF from A LARGE STATION WAGON.

THE NEW VOLVO V50: REVOLUTIONARY CABINOFCONCEPT --> T5STATION ENGINE --> IDIS DRIVER INFORMATION SYSTEM ) --> COMPACT DESIGN WITHINTERIOR ALL THE SAFETY A LARGE VOLVO WAGON.

WHICH PART OF YOU IS GOING TO TAKE THE WHEEL?

To see the Route V50 trailer on your phone: text ROUTE to xxx

WATCH THE FILM AT VOLVOCARS.COM AND WHATEVER HAPPENS DON'T TURN BACK. THE NEW VOLVO V50:

REVOLUTIONARY INTERIOR CABIN CONCEPT --> T5 ENGINE --> IDIS (INTELLIGENT DRIVER INFORMATION SYSTEM ) --> COMPACT DESIGN WITH ALL THE SAFETY OF A LARGE VOLVO STATION WAGON. Combined fuel consumption for the V50 ranges from 4.5 to 9.5 l/1 00 km and CO2 emissions range from 148 to 227 g/km. To see the Route V50 trailer on your phone: text ROUTE to xxx

Print and outdoor combined illustration and studio photography. These ads guided people to the website.

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THE ROUTE V50 THE QUICKEST WAY TO CONFIDENCE

WATCH THE MOVIE AND THE

NEW VOLVO V50 AT VOLVOCARS.COM

V50UK 230x145 news

Pagina 1

[ -He was another me.

“I was looking for a place called Confidence. I didn’t know how to find it, I didn’t know where to look; all I knew was that I’d been stuck for far too long and I really wanted to move on”. It’s how The Route V50 begins, a film about the emotional journey of a man traveling to a place called Confidence. Will he ever arrive or will he turn back?

-So, there’s three of us? -And counting ]

THE ROUTE V50 EXTRAS The movie

15:30

Stills Interviews Product info

Picture: “Bert in the desert” by Quintino Bari.

Various

23-03-2004

THE ROUTE V50 Produced by: Volvo Directed by: Stephen Frears Starring: Robert Downey Jr. Story by: Lorenzo De Rita and Bertrand Fleuret Executive Producers: Andrew Linsk for MVBMS Fuel Europe and Frances Silor for Tomboy Films. Written by: Ed Roe Length: 12 minutes Language: English - Subtitles: French, German, Italian, Spanish.

An emotional journey on board THE NEW VOLVO V50

A SHORT MOVIE ABOUT THE EMOTIONAL JOURNEY OF A MAN TRAVELING TO CONFIDENCE ON AIR AT WWW.ROUTEV50.COM

Outdoor was part of the campaign while a special print “tease” campaign was made for the UK. All the readers of The Sunday Times recieved a dvd with the ﬁlm.

Life on Board Project

The “Magnus Opus” of Fuel was the Life on Board Campaign, a series of ﬁlms of two different people meeting each other on board the various Volvo models.

Films

This image links to a website of one of our production partners. it contains all films of which the V70 is my favourite. This was made two years before Chris Gardners story was brought to life by Will Smith.

Print DPS

Both print and ďŹ lm were shot in various locations, Lisbon, Berlin, Iceland, Hong Kong, Rome and Copenhagen. A wide variety of ads were produced showing the car and the people in the locations.

Print SP

Photographer Jason Fulford shot more than 7680 frames for this project (on 4x4 ďŹ lm).

Website

Link

The projects website was the hub where people could view the ďŹ lms as well as get background information on the people in te cars and the people who made the project.

Various

Next to print and online the campaign had a mobile component and was used instore. A poster and a DVD were widely ditributed.

Work at 180 Amsterdam

180 Amsterdam is an international agency founded by 4 former Wieden Kennedy employees to service adidas and other international clients .

adidas Football World Cup 2006

When I joined 180 preparations had just started for one of the biggest tasks the agency had dealt with since they came into excistence; the football (or soccer) Worldcup 06 campaign.

See film on: niekl.blogger.com

+10

I was given the task to manage two parts of the campaign, the â&#x20AC;&#x153;impossible teamâ&#x20AC;? print campaign and the Modular man campaign highlighting the adidas F50 boot.

F50

The F50 Modular man was conceived by 1st Av. Machine in New York, retouching was done in Amsterdam and London. In total 7 different Modular men were made and 23 head and colour changes.

Impossible Team

The Impossible team Tv and print focussed on two boys choosing their (imaginary) teams in a game of street football, starting with current names they end up choosing players of the past.

Football 07

The 07 Football (soccer) campaign had a limited budget and was centered around print and digital content. In â&#x20AC;&#x153;Predator vs F50 the two boots and supporting players were each others rivals.

��

Two different print ads were made setting up the two teams.

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Adaptations

The biggest task in this campaign was the adaptation of the print. As the type was custom made we had an illustrator illustrate each language version, 23 in total.

Webﬁlms

A total of six webﬁlms were made showing the rivalries between the different “teams”.

See films on: niekl.blogger.com

Glenﬁddich

Glenﬁddich whisky was a project I carried from pitch to actual production of the campaign. We won the pitch with the “Everey Year Counts” campaign,

Film

The ďŹ lm was produced by our broadcast department and shot in Berlin, India and the Scottish Highlands.

See film on: niekl.blogger.com

Print DPS

For print we used Stephen Shore one of the â&#x20AC;&#x153;grand old menâ&#x20AC;? in photography who shot these visuals in a studio in New York. The campaign was pretty old school with no digital component.

Print SP

The campaign consisted of two different routes so markets could pick their favourites. Adaptations for Asia were done in house.

Outdoor

The ads were adapted for outdoor and translated in various languages

BMW Motorrad -Unstoppable-

Another client I started working on from when we were ďŹ rst asked to pitch is BMW Motorrad. I was involved in planning the various stages of the pitch to the production of the campaign.

Unstoppable

BMW is the first client we are doing through the line work for. We introduced the new brand thought with a film which was created during the pitch and produced to air on the BMW website.

See film on: niekl.blogger.com

Pos

We took the otherwise boring catalogue and made them into the attached “maps”. One Unstoppable “mindmap” and ....

Pos

... one for each bike.

Pos

We changed the existing BMW Motorshow stand and made it look “Unstoppable” producing various visuals amongst which a 26 meter long “skyline”

In print we developped two routes, one for lifestyle magazines and one for the â&#x20AC;&#x153;motorheadâ&#x20AC;? magazines.

Catalogues

Next to the â&#x20AC;&#x153;mapsâ&#x20AC;? we made a series of catalogues, one for each Enduro bike. We are currently producing additional campaigns catalogues and more.

adidas originals

Last year I got the chance to manage on of the biggest campaigns 180 has ever done for adidas originals (the sports fashion branch of adidas).

Stories

CELEBRATE ORIGINALITY See the films at adidas.com/originals

For the 2008 campaign we were asked to “Celebrate Originality” by designing a globe and fill it with stories on original people. The Globe was used in print and on the web while each of five stories we made had its own print execution and film.

Adi Dassler

The “Adi” film is about the founder of adidas, Adi Dassler. We wanted to use his story for years and finaly we got a chance. As Adi died years ago our creatives needed to find a way to make him come alive in a way that was realistic yet dreamlike.

See film on: niekl.blogger.com

DJ Theo Parrish samples sounds from the city of Detroit to create his own track. See ‘Sounds of the City’ and other ﬁlms at adidas.com/originals

SOTC

See film on: niekl.blogger.com

Sounds of the City is a range inspired by music, We made a film on Theo Parish for this range. Print took the Globe as inspiration, the frames from the globe were “flattened to link the print yet make it work on a flat surface.

Amelie uses her camera to see Berlin as no one else does. See ‘Handbags for Feet’ and other ﬁlms at adidas.com/originals

HFF

See film on: niekl.blogger.com

Handbags For Feet is a range aimed at young women, the range takes it’s inspiration from designer handbags (like Louis Vuitton). This ﬁlm follows a young women in Berlin.

Another ﬁlm we made was for Orignal Games a range of products inspired by the history of the Olympic games, furthermore we made print for eywear and watches as well as for the Missy Elliot range.

adidas.com/originalseyewear Missy is searching for girls to represent Respect ME. Go to adidas.com/missy to become a Respect ME Girl.

Public Fencing, Parasol Javelin, 110m Hurdle Ducking and Swing Long Jump. See the ‘Original Games’ and other ﬁlms at adidas.com/originals adidas.com/originalswatches

So..

Youâ&#x20AC;&#x2122;ve come to the end of the document, this is an overview of work I have been involved in. There are numerous other projects Iâ&#x20AC;&#x2122;ve been involved in that have not been shown. Pitches not won and ads not aired. All done with the same enthusiasm. On all this my involvement was sometimes hands on, driving a scooter trough Berlin with a photographer on the back, running around with proofs to get signatures from the relevant parties or mounting A1 boards for a presentation. Often crunching numbers, trying to make a budget work. Organising reviews and helping creatives think through their ideas and helping them to make these come alive. Sometimes my role was just being there and lend a listening ear. Whatever the taskIâ&#x20AC;&#x2122;ll do what it takes.

Thank You