KPN newspaper ad
The queen was crowned 25 years ago and KPN was purveyor to the queen (the K in KPN stands voor koninklijk (royal). KPN wanted to emphasize this in their ad.
The concept (made with 2 other colleagues):
1) Place an ad in which we ask people to send an sms
to the queen;
2) Place all these SMS messages in an ad;
3) Present it to the queen.
The advantage of this idea was that KPN as a brand got interaction with their clients (in a time that social media didn’t exist that was a big thing:)