Adformatie, the trailblazer of the Dutch advertising press, exists 50 years. Time to celebrate its iconic successes. But also time to refresh the Adformatie brand within the industry. How do you do that when you’ve been around for so long?
By using one of the oldest tricks in advertising: the slogan. The essence of a strong brand is often found in a catchy phrase. Adformatie has been publishing and praising brand slogans for 50 years, but has lacked one of its own. So we’ve set out on a journey to find the perfect Adformatie slogan. To get there, we’ve used iconic brand slogans of the past decades to see how they ‘fit’ Adformatie.
We launch a campaign full of ‘hacked’ slogans, as a quest for the catchiest, raunchiest and most all-encompassing line for their own brand. “I [heart] Adformatie”, “Got Adformatie?” and Dutch classics “Even Adformatie bellen” and “ Retteketet naar Adformatie” pass the revue. Depending on the context, Adformatie slogans can be spotted on banners, in DOOH, on t-shirts, at industry events, and on cheese cubes. At the end of this anniversary year, Adformatie will reach out to the best writers in The Netherlands to develop the best slogan ever.
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