Lars and Koen are the newest DJ’s of the Dutch radio station 100%NL. We created a funky fresh campaign promoting their morning and afternoon show. An while we were at it we also took this chance to give the station a fresher, more vibrant visual identity.
100%NL is a Dutch radio station that plays mainly (although funny enough not 100%) Dutch songs. We’ve been working on the branding of 100%NL for almost 8 years now. During that period we’ve managed to turn the image of an obscure Dutch pirate radio station to what it is today; A modern, friendly, positive brand that is gaining market share every month.
Everything looks better in orange!
With the images and footage for this campaign we wanted to show the fun and freshness of the brand and the people who work there. The orange paint (which is actually colored yogurt) is a metafore for the energy of 100%NL. For their choice of music, it’s listeners and their DJ’s. Film direction and photography by Mark Engelen. (No DJ’s were harmed during the making of the commercial.)
CGI is for amateurs
All photography is real. The paint, the DJ’s, the mess. Over 60 liters of orange paint and yogurt were used. Lars and Koen had to take 6 showers each during the shoot. And even then they were still glowing orange for days afterwards.