The house of 100

100%NL is more than a radio station—it’s the rhythm of the Netherlands. With a playlist full of Dutch hits and an unmistakable feel-good vibe, 100%NL is where listeners come to connect, sing along, and brighten their day. From well-loved classics to today’s favorites, it’s a celebration of everything Dutch, delivered with warmth, energy, and a touch of gezelligheid.

  • Client
  • Mediahuis Radio B.V.
  • Services
  • Product & Brand Campaigns
Campaign concept

Each room in the house is alive with the spirit of 100%NL, brought to life by the DJs and artists who are at the heart of the brand. Whether it’s the morning show, an exclusive contest, or a celebration of Dutch talent, every corner of the house resonates with music, laughter, and moments that make life a little more special.

The house is designed to evolve with the brand, offering endless opportunities to tell new stories. From cozy morning routines to high-energy events, it’s a flexible framework that feels fresh and familiar at the same time. The signature orange palette ties everything together, ensuring a consistent and recognizable identity across campaigns.

We designed and built the physical set for the 100% NL campaign, creating a space that perfectly reflects the brand’s identity. From concept to execution. Photography by Mark Engelen, set design bij Gloudy.

Launch of a new brand story

This campaign is more than a visual concept; it’s a way to bring 100%NL’s promise—“100%NL Makes Your Day”—to life. By aligning the music, personalities, and energy of the brand with everyday moments, The House of 100 creates a genuine and uplifting connection with its audience.

"Das Buro snapt onze radiobusiness als geen ander en weet door het stellen van kritische vragen ons op de juiste plekken te prikkelen om samen tot een sterke marketingstrategie te komen. Op die manier hebben ze onze dag gemaakt 😉"
Ryan Dekker. Marketing Manager 100% NL, SLAM! en Sunlite

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