Over the next two weekends, New York's Governor's Island will host a design bonanza curated by Droog, the grande-dame of high-concept design. Curated by Ramakers, the co-founder of the pre-eminent Dutch design collective, Droog, the exhibit is part of NY400, a series of events around town sponsored by the Netherlands. Marking the 400th anniversary of the first Dutch exploration of New York.
Droog are an incredible design firm and I was totally inspired while working with them on a pan-European campaign a few years back, together with Mark Chalmers (who was CD at SF at the time and now runs Perfect Fools).
The campaign we created out of StrawberryFrog Amsterdam was to develop a pan-European campaign for Hoegaarden, the Belgian white beer. It was called "Welcome to the Hoegaarden". It was intended to awaken a premium beer brand in a saturated market is by thinking outside the crate. Our client at Interbrew envisioned Hoegaarden as a ‘discovery brand’ that trendsetters find for themselves and then talk about. To achieve this, we promoted a new culture that nudged Europe’s discerning middle youth away from laid back lounging towards fresh air and open-minded experiences. To stimulate trial, we were the first agency in the world to turn SMS virals into beer tokens. Our 'Sundaay Services' enticed the in-crowd to hang out at pre-selected bars. We worked with Droog and designer Frank Tjepkema to create the evolution of "lounge", with a new garden-themed furniture set for a new kind of bar scene, positioning Hoegaarden as a unique, natural drink that refreshes the mind. A ‘Saampler Tour’ led our curious target to the coolest DJs, the kookiest furniture and hip new art and fashion events throughout the year.
If you have time the Droog design experience in NYC is a must see.