Creating a visual language that makes a radio competition unforgettable.
Qmusic
Web Design
The Challenge
How do you make people see a radio competition? Qmusic's "Elke Beller Wint" (Every Caller Wins) offers a fantastic prize: concert tickets for a whole year. But explaining that on TV or in an ad is tough. The audience is young music lovers. The idea needs to be understood in seconds, feel exciting, and connect to live music's energy.
Our Move
We looked for the most iconic symbol of concert fandom. The answer wasn't the stage or the crowd—it was the merch. The band t-shirt you wear to show what you love. We built the entire campaign around that single, powerful visual.
We dressed Qmusic's famous presenters, Maarten & Dorothee, in layers and layers of different band shirts. This simple, bold image did the heavy lifting. It instantly communicated "a year's worth of different concerts" without saying a word. The campaign lived across a TV spot, digital out-of-home, social media, and key visuals.
Slim werk
