Dutch newspaper adopts 'the Power of Doubt' as their new brand image campaign

Debut campaign by KOKORO Amsterdam is aimed at emotion

Boutique advertising agency KOKORO Amsterdam debuts with a campaign for Dutch newspaper Trouw: ‘When in doubt, choose Trouw’. The campaign targets anyone who is searching for truth. For ‘anyone searching for truth must dare to doubt’. An interesting aspect to the commercial is that it features no actors, but Trouw editors and even its chief editor, Willem Schoonen. The campaign starts on 18 April on TV, radio, print and online media.

Boutique advertising agency KOKORO Amsterdam, which started in January 2013, makes its debut with an advertising campaign for Dutch newspaper Trouw: ‘When in doubt, choose Trouw’. The campaign starts on 18 April 2013 on Dutch TV, radio, print and online media.

“People know Trouw. They value Trouw. But they didn't recognise themselves in the brand. And when you don’t recognise yourself in a brand, there is no reason to choose it.” As says Rik Heijmen, KOKORO Strategy Director. "This campaign is designed to connect the hearts of people to the heart of Trouw."

The concept focuses on ‘doubt’. Merlijn van Vliet, KOKORO Creative Director explains: “Where some may find 'Doubt' to be a weakness, we particularly consider it to be a strength. And of course, it is completely in line with the pay-off the newspaper has used for years: “Most likely the very best newspaper in Holland”.

The campaign consists of a brand cetric TV commercial and a sales offer. The TV commercial is set at the nightly Trouw news room and features actual Trouw editors. Even chief editor Willem Schoones plays a part in the film. “The editors epitomise the essence of Trouw. By showing them and their vulnerability, while showing doubt as a strength, people will recognise themselves in the Trouw editors. Not in the persons as such, but in their joint search for truth and meaning,” says Wouter Vanhaeren, KOKORO Creative Director.

Marketing Director Erik Roddenhof: “I have never seen a dumbfounded room after showing an advertising proposal. The silence was only broken by the remark: “Don’t change a single thing”. KOKORO made a strong impression. Our expectations are quite high”.

View the commercial here: http://www.youtube.com/watch?v=hUxy1cvvRDI

View the tagon here: http://www.youtube.com/watch?v=IleaUkB-SeE

People involved from Trouw:

Marketing director: Erik Roddenhof
Marketing manager: Florianne Harmsen
Marketing project manager: Remy Korunka

People involved from KOKORO:

Concept: KOKORO Amsterdam
Strategy: Rik Heijmen
Art: Wouter Vanhaeren
Copy: Merlijn van Vliet


Production: Cake Film & Photography
Director: Hugo Keijzer
D.O.P: Robbie van Brussel
Audio & music: Big Orange
Animation tag-on: Woodwork
Voice-over: Barry Atsma
Grading: Laurens Orij (Crab Salad)
Print, Internet: KOKORO in cooperation with the Persgroep



KOKORO Amsterdam is a creative and strategic boutique advertising agency, making integrated campaigns that relate the hearts of people to the hearts of brands. KOKORO was established in January 2013 by Rik Heijmen, Wouter Vanhaeren and Merlijn van Vliet and is based in the former cloisters of the order of the Sacred Heart in Amsterdam.

KOKORO, winning hearts since 2013