Open source advertising

Kessels Kramer: advertising for people who don't like advertising


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NL Netherlands


About the project Edit

Established in 1996, KesselsKramer pioneered the movement for inspirational multidisciplinary campaigns that don't think like traditional advertising—instead they engage an audience and encourage interaction with a product. In other words, what they call "Open source over hard sell."

In what ways is this project unique and creative? Edit

KK's longstanding creative director Erik Kessels puts things into perspective in "The Laws of Creativity and How to Mess With Them", offering snippets with intriguing and sometimes provocative titles like "Make News Not Ads", "Follow Not The Process of Others", "Never Brainstorm" and more.

The agency also produced an internationally awarded film, 'The Other Final', which told the story of a football match between the world's lowest ranking teams taking place on the same day as the 2002 World Cup Final.

What is the social value of this project? Edit

the social value would be engaging more with customers and somehow engaging to get new customers

What is the potential of this project to expand and develop? Edit

the potential of this project would be getting our company more known expanding our database and potentially getting more company's to advertise with us and not the competition.

What was the triggering factor of this project? Edit

The triggering factor of this project is that we have a lot of competition in our area and from this sale shave decreased.

What is the business model of this project? Edit

The business model of this project is to sell more advertising space which would then mean we could print more copies of our publication therefore distributing more.


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