The Netherlands goes dark

Creative idea

The Netherlands Goes Dark. A campaign designed to be incomplete. An idea with a hole in it that only works when society steps into it. The Dutch government had an emergency preparedness booklet to deliver to 8.5 million households. Unasked-for government brochures end up in the bin. So we recruited a coalition of dozens of organisations to put on a national blackout. On November 17th, each announced their own hypothetical disappearance: the national railway, the country's largest supermarkets, banks on ATMs, entire cities. The booklet arrived the next day, into a country already asking: what would I do?

Brand name: Denk Vooruit
Advertiser / client: National coordinator for security and counterterrorism The Netherlands (NCTV)
Product / service: Experience / Activation
Campaign name: The Netherlands goes dark
Agency network: Havas
Agency: Havas Lemz
Additional company: HvdM Public Relations
Web address: https://denkvooruit.nl/