SIRE – Laat Jongens Weer Jongen Zijn

Boys and girls are equal, but not the same. SIRE – a Dutch foundation dedicated to tackling social issues within the Netherlands – wanted to challenge all parents and educators in the Netherlands on their behavior towards kids. Especially their behavior towards giving boys the space they need to develop themselves by discovering, experimenting and trying (Laat Jongens Weer Jongens Zijn).

The Challenge:

Parents and educators in the Netherlands sometimes lose sight of the fact that boys learn and develop themselves in a different way than girls. Create a campaign that will spark a discussion around this topic.

The Solution:

We conceptualized and created a campaign that discusses the various ways in which boys are stifled in their development nowadays. The campaign consists of an online film, a TVC, social media assets, cinema, outdoor, radio and print. On the interactive campaign site people can find more info about the topic, watch interviews with experts and partake in an interactive video poll. We also developed a special indestructible jean – “broekie” – made from Dyneema, a fabric that’s 15 times stronger than steel designed specifically for boys to go out and learn by trying.


– TV coverage by: PAUW, RTL Nieuws, NOS, EénVandaag, Jeugdjournaal, Hart van Nederland, RTL Z
– Print coverage by: Het Parool, De Telegraaf, Metro, Trouw, NRC, De Volkskrant, Linda and many more
– Radio coverage by: 3FM, Radio 1, NOS Journaal, BNR

Client: SIRE
Role: Ideation / Art Direction / Creative Direction
Media & Skills: YouTube /  Mobile / Outdoor / PR / User Experience / Interaction Design

Skills: Content, Design, Digital, Mobile, Pop Culture, PR, Storytelling
Client: SIRE