about

Sometimes, the strength of a campaign lies in something that seems to go wrong. For Centraal Beheer, a giant New Year’s banner was hung at the PSV stadium featuring a striking mistake:
“PVS wishes you a happy new year.”

One letter off. Enough to immediately catch attention. What looked like a blunder turned out to be a deliberate stunt. Shortly after, a second banner appeared with the message: Just call Apeldoorn. One small mistake can have big consequences. Exactly what Centraal Beheer stands for, also for freelancers and SMEs.

Our role was to capture and amplify that moment. We filmed real reactions from passersby and developed additional content around the “maker” of the mistake. In a setting reminiscent of sports interviews, a fictional designer analyzes his slip-up as if he were a player who made a crucial error.

As a follow-up, we created a short commercial: a man in a cherry picker next to the incorrect banner, as if he urgently needs to replace it. His message is simple. Mistakes happen easily, but it’s good to be properly insured.

The campaign went fully viral and was picked up by national media, from radio and TV to online platforms. The concept was developed by TBWA for Centraal Beheer, in collaboration with PSV. Our role focused on production and translating the moment into content that amplifies and extends its impact.