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Finding a new 'we'

Problem

More often than not, we are quick to assume that we’re separate from those who come from a different walk of life. ‘Nieuw Wij’ is a social enterprise that strives for a ‘new kind of we’ – a ‘we’ which puts aside surface level differences and embraces our deeper human connections.

To reinvent the ‘we’, and to reach a wider audience, Nieuw Wij has set up a network of 72 entrepreneurs, journalists and others, each who, in their own way, help attain this goal. How do you build a campaign that both explains and celebrates Nieuw Wij’s revisioned ‘we’?

Solution

By making a campaign focused on the many identities that shape one individual. No person has a singular role in daily life: we all take on many. Because of that, we are likely to share something with a person who, in all other aspects, is nothing like us. This is the philosophy of ‘én-én’ (and-and).

Creative

To demonstrate this, four of the 72 members of Nieuw Wij’s network are filmed from multiple perspectives, that are cut into tiny cubes, each symbolising a different part of their personality. They explain some of the different identities that make them who they are – mothers, children, activists, entrepreneurs – and invite their audience to view themselves in the same way. After all, our identities are constructed of the many, many people we are.

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Fresh
Timberland
Fresh
Timberland
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