DE KRACHT VAN TEAM KRUIDVAT

The human truth
Recruitment ads love glossy retail fantasies. But the people who actually work at Kruidvat have a quieter kind of strength: they know every product, show up for their team and turn a customer’s bad day around.

The idea
Strength isn’t heroic. It’s human. We put three real colleagues at the centre, Zainab, Youssef and Debbie, each showing a different kind of everyday strength.

What we made
A full-funnel employer brand campaign around those three people: awareness films, consideration content and performance statics, all telling the same story.

Results
The line landed so well that Kruidvat permanently renamed its whole employer brand after it: De Kracht van Team Kruidvat.

My role
Strategy, Positioning, Creative concept, On-set presence, Asset production