Specsavers Opticians became the official sponsor of KNGF Guidedogs in 2008. The brief was to use this alliance to make KNGF Guidedogs more relevant to a broader audience.

We let the visitors to Specsavers Opticians experience how it feels to be visually handicapped, without any warning, by hiding a pair of sunglasses with completely dark lenses in the rack between the regular sunglasses. The price tag explained Specsavers' sponsorship of KNGF Guidedogs and gave the customer the opportunity to sponsor the charity as well.

As the promotion ran in August almost 50% of the Specsavers clients in 90 different stores experienced the special sunglasses and found out about the alliance in a impactful way. The promotion also got a lot of free media attention.

Online campaign for BMW. In 2009, two BMW 3 Series cars, rigged up with high-tech equipment such as webcams, audio and GPS drove through the country for two weeks picking up people from work or home, for a test drive.

These test drives could be followed live on the website interactieveproefrit.nl. We created a platform with tools for transparent interaction between BMW target groups: site visitors could follow the car on a map and look over the shoulders of the drivers. Each car had a phone number, so visitors could ask the driver questions about the car. The test drivers gave their opinions on the car by text message, which then appeared on the website.

The Interactive Test Drive was easily integrated with sites and blogs thanks to the widget. Drivers had the opportunity to take exciting routes, such as the Zandvoort Race Circuit and The Kombaan, where the cars could travel at a very high speed.

In the Netherlands young people who have a job are entitled to a tax refund, Averaging between 250 and 850 euro's. They only have to fill in some forms, which takes just half an hour. A big reward for a small effort. Still, the message won't stick because young people get 'scared away' when they 're contacted by the Tax Department. That's why we chose a different approach. We started campaigning for 3 fake recruitment agencies where young people could apply for a 'simple job that will pay very well.' When we had their attention we 'confessed' that the Dutch Tax Department is not a recruitment agency, but still the right adress for easy money. Radio- and bannerads created a run for the websites. And the targetgroup added a viral effect to the campaign. This resulted in 750.000 unique website visitors. With free publicity we reached a total of 2,5 million people.

Public Faces is a collection of 're-portraits' of weather-beaten advertising posters in European cities. These 'public portraits' of politicians, pop stars, actors and models entice the public to vote or to buy something, or to convince people of a point of view. Entire teams of photographers, stylists, make-up artists, art directors and designers are behind all these images, working together to create the desired result: a strong, convincing image that works in an urban setting. That is, until the weathering and deterioration begin: the images are subject to the elements that eat away at the paper, ink and glue, distorting the image into a new portrait that triumphantly re-emerges or quickly turns into a mere shadow of its former self. For several (non-commercial) creative projects, such as Public Faces, check www.thomvanrijckevorsel.com