Kleertjes / Wehkamp

Brand campaign

Kids live in their own universe.

One minute, they’re deep-sea explorers in the bathtub; the next, they’re knights defending the couch castle from an army of invisible monsters. And parents? They’re the amused spectators, watching it all unfold.

That’s exactly what we wanted to capture with ‘Let them shine’ (Laat ze stralen). The campaign that flips between a child's limitless imagination and the (often hilarious) reality parents experience. That contrast became our signature storytelling device in film.

But this campaign is bigger than just ads. At its core, Let Them Shine is about giving kids the space to be themselves. To learn, to play, to fall flat on their faces and get back up. Because that’s how they grow, not by being told, but by doing. This isn’t just a tagline. It’s a belief. One that Kleertjes embraces in everything we do. Because when kids feel free to be kids, they don’t just grow up, they shine.

Laat ze stralen

Outcomes: Brand campaign, Identity, Outdoor, Web Design

Role: Creative director, graphic designer