Dutch Broadcaster VPRO Offers up Some ‘Brainfood’ in Campaign from Herc

To convey the values of the VPRO, the Dutch Cross-Media Broadcasting Association, to a younger and more diverse generation, VPRO is launching a new brand campaign. This generation has grown up with television and radio but increasingly watches and listens online. After refining its positioning, VPRO engaged the creative agency HERC to develop the campaign 'brainfood', which stands for everything the VPRO creates. 

The VPRO programming is more relevant than ever, ranging from in-depth journalism, inspiring documentaries, unique children's programs to seriously funny late-night shows. The makers of VPRO bring a wide range of programs for every type of screen - original stories made to break through a fragmented and polarized media landscape, to provide a different perspective, a new insight, or just a good laugh.

The intention can be summed up in one word: Brainfood. That is what the VPRO creates and what makes the VPRO, the VPRO. HERC developed a campaign that connects well with VPRO’s different types of viewers and listeners. The campaign features the work of British artist Mrs Luvaluva. Her unique blend of CGI animation, 3D printing, painting, and sculpture is a modern interpretation of the timeless visual world of the VPRO.

In addition to this first campaign, VPRO and HERC are working on new ways for the organization to communicate about programs, partnerships, and initiatives for the coming years.

Diederik Hoekstra, head of public and marketing VPRO, says, "With this campaign, we introduce ourselves to future audiences. We want to counter mediocrity in a gloomy world. That is why we have explicitly chosen an outspoken and colorful style that feels creative."

Sarah Sylbing, editor-in-chief of VPRO, adds: "What characterizes the VPRO is that we push boundaries: we like to go abroad in search of unknown stories, new formats, and unorthodox thinking. The campaign perfectly captures that typical VPRO feeling."

Dimitri Deneuville and David Diankanguila, creative directors at HERC, say: "It was a treat to work with the VPRO team on a campaign that looks like a work of art. When clients act more like creatives, you know it's a special relationship. We look forward to working together again."