When times are tight.
Ask anyone what UWV, the Dutch Employee Insurance Agency, does and you’ll hear: “Benefits, right?”. Well yes, but that’s only a sliver of the whole truth. In reality, UWV is involved in just about every aspect of employment.
We had to find a way to tell the full story. And what better way to do that than tapping into current affairs: the biggest labour shortage in decades.
As part of our newly developed strategy, we opted for an unexpected approach. Not a big brand campaign, but a twofold plan. First we needed to bring the issue to life. Make it about people, not data. And second, we needed to create a platform to discuss solutions. The result: "KRAP" (tight) a short film by legendary Dutch filmmaker Eddy Terstall that premiered at a talk show featuring a range of influential thought leaders.
Four stories, one film.
The film weaves together four stories highlighting challenges in the job market:
a struggling business owner, an injured builder, an HR manager juggling schedules, and a mom seeking to re-enter the workforce. UWV becomes the common thread as their paths intersect.
Full film below.
How’s work?
The KRAP talk show is a bi-annual event, hosted by UWV, to discuss solutions for the unprecedented labour market tightness with union heads, the UWV chair, economists, politicians; anyone with an influential position in the world of employment.
Concept and creative direction: Frenkel Schönfeld, Jan-Willem de Man
Director: Eddy Terstall
Production: We Are WIll
Strategy: Esther Overmars
Production: Ysnke Postma
Design: Niek Kessels
Motion: Martijn de Beurs
Agency: Dawn
Talkshow production: LVB