As creative lead for de Volkskrant, I helped shape and guide a long-term brand trust campaign built around the central idea: “de Volkskrant. Opent je wereld.” The concept focused on the power of open-minded journalism in a polarised world, inviting readers to reflect on their own perspectives and behaviour.

We created a full-funnel campaign that included a hero TV commercial, thematic short videos, radio spots, online banners, and print ads, all carrying the same message and tone. The execution spanned multiple formats and touchpoints but always came back to one question: Sta ik echt open?

I was involved at every stage of the process. From concept development to on-set direction and final edit, I followed the entire production flow. This included casting readers and columnists, writing voice-over scripts, overseeing sound production, and ensuring consistency across media. We designed each video to combine personal storytelling with broader societal themes, using real Volkskrant voices and faces wherever possible.

In addition to the consumer-facing campaign, I also contributed to the internal positioning materials that aligned editorial and commercial teams around the core message. The result was a coherent, high-impact campaign that captured the identity of the Volkskrant while strengthening its emotional connection with readers.