About

The brand awareness of AFAS is high. However, what they actually do and what they stand for is not equally clear to everyone. That was the challenge. Instead of explaining the product, we brought the brand to life.

The existing character Jonas was further developed into the embodiment of AFAS’s DNA. In a mockumentary style, we follow him through recognizable workplace situations in which everything runs smoothly, clarity emerges, and processes function logically. The software plays a role in this, but is never shown explicitly or made central. Precisely because of that, its impact becomes tangible.

Jonas is experiencing success and claims it in a slightly exaggerated, humorous way. That tone fits AFAS perfectly: down-to-earth, confident, and just a little different.

The strength also lies in the setup. The concept is built modularly, allowing scenes to be combined flexibly for different audiences, channels, or messages. This creates a single campaign that can easily be adapted across platforms. The content was used for online, social media, narrowcasting, out-of-home advertising, stadium screens, and TV. One format that works everywhere.

A nice detail is that, apart from the lead actor, all extras are actual AFAS employees. This creates recognition and makes the story more believable. Our role was to develop the concept, the format, and handle the full production. The result is a campaign that doesn’t explain what AFAS does, but shows what it stands for.