No Gimmicks: Best of Diversity, July

It’s July, time for a brand-new edition of my diversity blog, full of authentic and non-gimmicky campaigns. Campaigns that champion diversity, without making diversity the subject of the campaign. This time three Dutch examples.

Calvé Pindakaas — Lieke (Alfred International)

Every four years, Dutch peanut butter brand Calvé Pindakaas launches a new iconic commercial, starring a Dutch top athlete. Up until now, the stars in these commercials were always men. This time it’s Lieke Martens, the Best FIFA Women’s Player of the year, who takes the lead.

What I love about this campaign is that the messaging isn’t about ‘boys vs girls’. It’s about perseverance, about going to the extreme if you want to become big.

Ben — Ben beter in bed (Etcetera)

We are using our phones all the time. Even in bed we let ourselves be seduced by our mobile. Telecom provider Ben wanted to do something about that and made sure we have attention for each other instead of our phone. How? By creating the first ever: Ben phone condom. In the commercial we see all kinds of couples using the phone condom; old, young, mixed race, hetero, lesbian, etc. A representation of reality. I think it’s great that Ben still lives up to its credit of being a brand that values diversity.

Sourcy — Vol Nederlands Karakter (Brand New Telly)

This campaign shows the Netherlands from the perspective of a raindrop, which results in showing the freedom we enjoy in our country. However, I do have my doubts about the degree of happiness people have in this commercial when it rains ;)

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Hopefully you’ve been inspired by the examples above. Which examples do you have? Let me know and I will feature it next month!