Take the lead

Storytelling De Baak

Services: Strategy; Campaign strategy; Concept; Video production; Distribution; Content
Partners: Since88; Florency Bouvy; SIR OJ

For more than 70 years, de Baak has been the only training institute in the Netherlands that specialises in personal development within leadership. People have heard of de Baak but are not aware of the added value of the organisation. With its first brand campaign, de Baak wants to reposition itself as a distinctive force within this category. In this campaign, the new brand position will be introduced and de Baak will present itself as a contemporary brand.

Reason. We believe in you.

De Baak works from the belief that the success of organisations is largely determined by the way people work together, complementing and reinforcing each other and that personal leadership is crucial in this. We believe that brands must be close to themselves. Then they are at their strongest.

De Baak believes in people. De Baak believes that you can make a valuable contribution to your organization and the world around you, if you are autonomous, strong and yourself. When you know and are yourself. And you know you need to develop this further. You need to get to know yourself, also within this professional role. What your strengths are, as well as your weaknesses. We have chosen this as the guideline for the repositioning and the accompanying campaign.

Big idea. Take the lead.

Do you want to be stronger in your work? Do you want to improve your leadership skills? Increase your impact? Then you need to start with yourself.

Everything revolves around you. You lead. Not only in your work but also in this process. You need to take the lead with yourself to create situations where you and the people around you can work better together. But also, in taking the step to come to us.

And that is also our approach towards you. You decide whether you will work with us. Whether you discover with us what your possibilities are. It is up to you!

Our role? We help you discover what your options are. What your strengths are. Your vulnerabilities. We help you to be yourself in your work. So that you can strengthen the power of the collective. That you can let people work together more effectively and better bolster the potential of the people you work with. We help you with that, but that initiative must ultimately come from you.

Outcome. Renewed brand.

A stand-out philosophy aks for a stand-out campaign. We have translated De Baak’s unique proposition into a striking TV commercial with four different online cutdowns, a radio commercial and print advertisements. The rhythmic and visually stunning commercials are made in collaboration with Since ‘88 and director Florence Bouvy. This repositioning campaign is the start of a renewed brand trajectory that’ll take shape in the coming year.