Write the texts for the website 'kraskaarten.nl'. It should be business to business, with an informal, to-the-point tone to it. And the texts should 'sell'
What I did
I developed an 'in between'-style; one I use for normal business direct marketing, but shortened for internet attention span. I think text on the web should be engaging, developing a relation between site and ready. In best cases the 'voice' is a signature. If possible, the text is entertaining.
Quite literally: 'Yes, I know it's 10.30 p.m. but listen, I am at the Dutch Annual Film Awards and guess what: we won 6 Golden Calves! We need to congratulate and thank the makers in Monday's newspaper. I need some concept, but mostly text tomorrow-morning'.
This is the context
IDTV does not have a firm campaign-style. Since it is a production house for television, film and documentary, it took the claim of 'storyteller' in regular advertisement. The general concept uniting all advertisement is that an everyday object, related to the subject IDTV want to talk about (a film or a television program), tells its story. So if IDTV would have made Pixar's Up, it would be The Story About a Balloon.
Last spring, untamed co-developed the format for a 5 minute television show. The show is part of a nation wide campaign to tell the benefits of drinking milk and is currently running on the Dutch Nickelodeon channel. I helped Ab and Fabienne (@JuniorSenior) to draft out the format, find unique recognisable style-elements that give the show a signature and basically compose the minute to minute flow of the show. And I wrote the lyrics to the opening tune.
What the show is about
In ‘De Klas Uit!’ (‘Get out of the classroom!’), we visit schools where we invite children to show some brave, smart, funny, creative skills they picked up outside of the classroom. A hobby, a sport, something they are passionate about and devote a lot of time to. Some of the children will show us something really unique and outstanding, others may not excel but show energy and excitement at what they do.
Key element composition
The format is driven by a ‘searching camera’ moving through the classroom. It focusses, finds, selects and then ‘beams’ the child out of the classroom onto National Television like Wonkavision. The dynamics of the show stem from the variety in the children’s acts. They are shown in various different orders: sports, arts, jokes, circus et cetera.
Heya Bas, we're going to do a charity event. We actually do it every year, but this year, we do it differently. This is the idea: the guests bring their own entertainment!
Now that really is a good idea. So I said that I was in. And then I asked what I was in for.
Oh you know, everything.
But he didn't mean that. It was almost everything.
This is what I needed to do
name the event
give it style
develop and produce 3 videos
develop and produce the website
develop and produce all communication (flyers, banners, decor, table numbers, booklet
Act now
As I am a sucker for wordplay I came up with 'act now' using the pun on 'act' (stop explaining Bas, you'll ruin everything). I designed a style, with a logo and fun stuff. But you can best check it out at the website.
The result
We collected a lot of money. And I bet, next year, they want to do it again!
They make displays. Well, they don't just make displays, they compose displays. And when people are as devoted to their craft as SDB International, they want to tell about it. And they want the voice with which they talk to reflect their enthusiasm, their drive and the care with which they build those displays.
Untamed's clear style
When The Progress Factor developed their website, they asked me to design that voice. So I did. And in writing I tried not to emphasize on the result, but on the process. To get across the sincere drive to make each display better than the one before. So without too much adjectives and with a simple clear style I drafted out their entire website.
Sat, November 27, 2010 at 8:15 PM 
;)
