"Doubt. Without doubt there's be no discussion."

Dutch is a pragmatic sort of language, and I can 'hear' how this copy would sound a lot better in Dutch, making it all seem more profound. It's also interesting that it's the newspapers editors and journalists you see in the ad, and not stock photos of random models. “Most likely the very best newspaper in Holland” is the tagline Trouw has run with for years. yes, most likely, even the line doubts.

The campaign targets a growing group of people that seek answer to larger question in life. The newspaper explains that ‘anyone searching for truth, must have the courage to doubt’. The commercial features no actors, but Trouw editors and even its chief editor, Willem Schoonen. The campaign was created by the new Boutique advertising agency KOKORO Amsterdam and airs April 18th on TV, radio, print and online media.

Concept: KOKORO Amsterdam
Strategy: Rik Heijmen
Art: Wouter Vanhaeren
Copy: Merlijn van Vliet


Production: Cake Film & Photography
Director: Hugo Keijzer
D.O.P: Robbie van Brussel
Audio & music: Big Orange
Animation tag-on: Woodwork
Voice-over: Barry Atsma
Grading: Laurens Orij (Crab Salad)
Print, Internet: KOKORO in cooperation with the Persgroep

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm after growing up in Kiruna, Raleigh and Jiddah.