Serious Stuff
Freelance Strategy, Concept & Copy for seriously distinctive branding and advertising.
By Willem Droog. Ex DEPT®, TBWA and Havas. Creating distinctiveness that drives brand preference with agency -level creativity.
↑ One minute of Serious Stuff
Featuring campaigns and content Willem worked on in previous agency roles, contributing concept & copy as a senior creative and part of larger teams. For brands including McDonald’s, Toyota, Miele, Heineken, Mentos, Eneco, bol, Rijksoverheid and Transavia.
↑ Seedtag - Brand campaign
Agency: Yune
Role: Concept & Copy
Challenge: New positioning and brand video, introducing Seedtag's agentic AI platform: Liz, for smarter media strategy.
↑ Bol Select - Home Pick Up
Agency: Dept
Role: Concept & Copy
Challenge: Campaign to highlight the home pick up service of bol's loyalty program, Select.
↑ Bol Select - Delivery TImes
Agency: Dept
Role: Concept & Copy
Challenge: Campaign to highlight the benefit of flexible delivery for members of bol's loyalty program, Select.
↑ Bol - Home Deco
Agency: Dept
Role: Concept & Copy
Challenge: Campaign to highlight the variety of stylish items in bol's home deco collection.
↑ Bol - Fashion
Agency: Dept
Role: Concept & Copy
Challenge: Campaign to highlight the (mostly) unique fashion items available at bol.
↑ Bol - Laptops
Agency: Dept
Role: Concept & Copy
Challenge: Campaign to highlight bol's laptop assortment at the start of the new school season.
↑ Univé - Where do you still find a good pet insurance?
Agency: Dept
Role: Concept & Copy
Challenge: Getting every dog owner's attention for Univé's pet insurance.
↑ IKEA - Smallest Nursery
Agency: Wavemaker
Role: Strategy, Concept & Copy
Challenge: Raise awareness of IKEA’s nursery furniture during the 2021 birth surge.
↑ Dutch Government - Knalplanga
Agency: Roorda
Role: Concept & Copy
Challenge: Turn a boring safety measure into something young people actually want to wear on NYE.
↑ Dutch Government - XTACY
Agency: Roorda
Role: Concept & Copy
Challenge: Teach citizens to recognize the distinct smell of drug labs, so they can report suspected locations to the authorities.
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Agency? Hire Willem as your next freelance copywriter or put him on a project with your art director to bang out some serious ideas.No agency? No problem. Hire Willem to help you co-create your next brand adventure and benefit from his network of fabulous freelancers.
Call Willem at +31 6 25 41 25 78 or mail to [email protected]
Questions? Drop them here ↓
Thanking all clients and partners and previous employers for achieved industry recognition.
Serious Stuff 2026 | by Willem Droog Creative | 0625412578 | [email protected] | Terms and Conditions upon request.✌️✌️✌️