Jwt: NEW. THE OLDEST HOTSHOP IN THE WORLD.

Credits & Description:

Advertiser: JWT AMSTERDAM
Agency: JWT
Category: Public Spaces
Concept/Art Director/Designer: Alrik Koudenburg (JWT Amsterdam)
Executive Creative Director/Concept/Copywriter: Bas Korsten (JWT Amsterdam)
Photographer: Kasia Gatkowska (JWT Amsterdam)
Concept/Art Director/Designer: Roel Elsinga (JWT Amsterdam)

Brief Explanation
The new interior had to live and breath the new agency motto 'Seriously Surprising'. It also had to highlight the new agency structure, from 14 to 3 departments: Think, Do and Make. It had to have an fresh, international, high quality appeal and had to attract the best people in the market.

Outcome
The office was featured on many major design blogs including design-milk.com, designtaxi.com, www.frameweb.com, www.psfk.com, www.fontanel.nl, www.behance.ne, officesnapshots.com and www.fubiz.netBut more importantly, it got people in the Netherlands talking about the JWT brand positively again. And people from all over the world started applying for jobs. It's the best advertising an advertising agency could wish for.

Client Brief Or Objective
JWT is the oldest agency network in the world. But in The Netherlands the JWT brand is perceived as old fashioned and slightly boring. So we changed the name of the agency to JWT Amsterdam, its organizational structure, its location, its local character. And we also needed to change its interior to show it was an agency reborn.

Implementation
We started looking to work in as many surprises as possible. Starting with the juxtaposition between the 200 year old Hirsch building and the fresh new interior. There had to be a surprise around every corner.From the greenhouse style meeting room, the giant robots that double as cupboards, tree sculptures and a pop-art panorama to the awards bunny, Amsterdam Canal House Cabinets and the profile of Holland’s greatest writer, made out of his Wiki-page text.