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SIRE (mini-documentary)

SIRE celebrates its 50-year anniversary with ‘Listen to the Future’ – an integrated jubilee campaign we are proud to have produced in full. Stichting Ideële Advertentie (SIRE) is a Dutch foundation and NGO that creates campaigns on issues considered socially or culturally relevant. It was founded by 30 advertisers in 1976 and was an initiative from the industry itself, and can be considered the Dutch version of the American Advertising Council or APA. The goal was to use advertising as a tool to shed a light on societal issues and themes. Together with Dawn, we set out on a journey with Anna van ‘t Hek, Caroline Koning & Lotte van Raalte to bring to life a mini-documentary, TVC and various OOH and social media elements. The mini-documentary by Anna forms the backbone for the campaign, introducing the voices of seventeen 17-year olds sharing their dreams, hopes and ideas about what’s ahead. Adding to the motto ‘we are 17 and we have something to say’, the youth share thoughts on everything from climate change, immigration, work culture and various other big and small topics. This mini-documentary is part of the wider jubilee campaign, including a TVC directed by Caroline Koning. Lotte van Raalte captured the 17-year olds in pictures, images which will be used on social media and OOH. The two directors and photographer joined forces to each add their individual set of expertise to the various parts of the campaign. In great synergy, the end result reflects this collaborative and tailored approach.


Brand: SIRE

Creative Agency

Creative Agency: Dawn

Production Company

Production Company: HALAL

Director: Anna van 't Hek

DOP: Tim Kerbosch

Editorial & Online: Robin Hancock @ De Grot


Editor: Annelien van Wijnbergen

Post Production / VFX

Grade: Erik van den Heuvel @ De Grot


Music : Raven Aartsen

Sound Design: Feike de Wit @ Soundcircus

Genre: Documentary