There is plenty of debate about responsible dairy production—and that is a good development. Yet the portrayal has become somewhat one‑sided. For that reason the trade association NZO (Dutch Dairy Organisation) decided to run a campaign to restore balance. Our proposal was not to build a counter‑arguments campaign but to start from our own strength: the positive effect of dairy. Being There developed the strategy and the campaign “Building blocks for hard workers.”

Pizza Suprema is the frozen‑pizza launch of the decade—nothing less than the Nespresso of pizzas: triple‑fermented dough, top ingredients, a sleek black box and, yes, a premium price. For the worldwide launch in 15 markets we delivered a campaign with an avalanche of formats and assets—a funnel‑lover’s dream.

A Big Americans pizza isn’t for lovers of dainty morsels. It’s for a young audience with an oversized appetite. We built a campaign around the two defining features—Big and American—because after a hard day’s work Americans know exactly what to do with a serious pizza. Big Hunger? Big Americans!

Of course, it’s okay to disagree. And a good discussion? That should absolutely be possible. But when opinions become so entrenched that we start to see each other as enemies, it becomes socially disruptive. To counter that, communication is key. So SIRE asked us to create a campaign that would raise awareness in the Netherlands about this danger—and offer practical ways to address it. 

That’s a big ask. Almost too big. So we brought it closer to home. We held up a mirror to show what happens when someone in your close environment holds a different opinion on a polarizing issue. And that message hit home. Especially with the emotional call to action: Don’t lose each other when polarization comes close.

For vacation-home platform Micazu, we developed a new brand campaign. The goal was to give the brand its own face in an overwhelming landscape of providers. Our take: a house on the Micazu platform has to be excellent at one thing—vacation. Because that’s what every customer needs… even craves. And so the campaign theme was born: Houses that master vacation.

During the gloomy COVID period, the Netherlands longed for a fresh start on January 1 more than ever. But, like many events, the traditional New Year’s Dive was off the table—no gathering of 12,000 people at Scheveningen. So now what? If the people can’t go to the sea, then we’ll bring the sea to the people. In a soup can, of course, being the biggest soup brand in the Netherlands. Introducing: The New Year’s Dive in a Can.

An award-winning campaign (San, Esprix, ADCN) featuring a can with real North Sea water. So the whole country could dive at home.

Bunge (say it the Dutch way) is an international company developing plant-based alternatives to fats and oils in food. These alternatives are used in products like ice cream, pastries and chocolate. Super complex stuff—Stephen Hawking would’ve had his hands full. Still, we successfully developed an online strategy and campaign concept that showcased both Bunge’s broad portfolio and its innovative nature: Let’s see what can be.

The art of 25 years of brand activation.

In 1998, Being There came up with the idea to link Unox to the New Year’s Dive in Scheveningen. So the brand could offer all of the Netherlands a fresh start to the year. An instant classic. For 25 editions, we worked with Unox to keep storytelling and PR around this phenomenon fresh and relevant. The result: the Unox New Year’s Dive grew from a single splash in Scheveningen into an internationally known, proudly Dutch cultural phenomenon with more than 150 local dives throughout the Netherlands—and far beyond.