Denksport

Denk in hokjes

Role: Concept & copy
Agency: Natwerk

Rebranding an iconic Dutch brand like Denksport, can only be called an honour. We created a new pay-off (Denk in hokjes) and brand story, and ‘evolutionized’ the coverdesign and visual identity. All based on the most iconic part of the Denksport puzzles: the grid of ‘hokjes’.

Brand kick-off

De Hokjespuzzel

We kicked off the new brandstory with a campaign based on a bad habit: hokjesdenken. When 2022 just started off, it seemed to be the year of ‘hokjesdenken’. We created a puzzle about the different ‘hokjes’ proposed by society from januari till march 2022. Hokjes like ‘wappie’, ‘boomer’, ‘kraker’, ‘zevenvinker’ or ‘klassemigratie’. We launched this special puzzle in every puzzleboek of that month, but also in abri’s, a tram-hokje and online video’s.

Follow up

Denksterdam

Next, we brought the puzzles into the smalles ‘boxes’ of outdoor media: the little screens in the busses and trams of Amsterdam and Utrecht. Each puzzle had an answer that you could spot while watching out the window from the tram of bus.