Mini Amsterdam: Christmas boxes

Advertising Agency: JWT, Amsterdam, The Netherlands
Creative Directors: Thijs de Boer, Martijn van der Werf
Copywriter: Thomas Reinhold
Art Director: Thom van Rijckevorsel
Account: Lisa Merelle


Guest's picture

wow, mini ripped them off. that's disgusting. How do feel about ripping people off JWT?

germanhudders's picture
336 pencils

Like it, much more effective than the Heineken one because here the car and the brand are unmistakable, in the Heineken it could be just a walking fridge and people may not associate it with the brand. Nice guerrilla and ambient

silvi's picture
4172 pencils

This is great!

Falwaffel's picture
10 pencils

First of all: Heineken was first. Why would you do the exact same thing in the same city just two weeks later? Second, @ Mirikuaro: There is no such thing as a Walk-in Fridge. They are NOT for sale. What world do you live in? I'm 100% sure people will connect the Walk-in Fridge box to the Heineken spot in The Netherlands.

slowrider's picture
648 pencils

who says that heineken was first? it depends on - when ivan posts the ads - so we have to asks ivan - what the first was

and sometimes it happens - that the same idea comes up on the same time for different products

one should not take life so seriously - as one will not come out of it alive.

Falwaffel's picture
10 pencils

It's true, great minds think alike, they say. But I just know Heineken was first because I live in Amsterdam and saw the Heineken boxes two weeks ago. The mini boxes were put on the streets after christmas, it says so in a press release. I'm sure Ivan can confirm the whole thing.

ivan's picture

I can't tell, I post mostly in order of sending, but not all the time. When provided I add the publishing date, but I have no way of checking. So, in short. I don't know. :)

Falwaffel's picture
10 pencils

For those who are interested: here's two posts from a Dutch blog on advertising. They're in Dutch, but I'm sure people can read the date. The first one is about Heineken, dated 17-12, the second one about Mini, dated 29-12.

chris myles's picture
chris myles
429 pencils

the ad is awesome.

Creative Criminals's picture
Creative Criminals
54 pencils

The commercial made by Heineken of the Walk-in fridge was a huge hit in The Netherlands so many people do know what the walk-in fridge is. I think Heineken was first with this box idea (16 december 2009) but I'm not 100% sure.


Hibon's picture
3734 pencils

This is NOT new.... but clever for Christmas.

Simple ideas are the best !

germanhudders's picture
336 pencils

I have seen walk in fridges just like the big walk in freezers restaurants use... a little smaller. But still copied or not, i like the mini one better, its more to do with the brand and its identity, so small you can buy it in a box, heineken doesn't have that benefit

Guest's picture

I disagree completely. Besides, JWT/Mini ripped it off. That trumps any argument.

amchamas's picture
92 pencils


morse's picture
16752 pencils

This is a very cool ambient.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

The Lion's picture
The Lion
122 pencils

Superb! Award winning idea!

Guest's picture

Is it award winning if it's ripped off?

satrianee's picture
3748 pencils

The idea better fit the mini... This is great.

sirvan's picture
29860 pencils

This one is better than the Walk In Fridge one, even though it might have "come first".


"I love some things, and don't love some other things."

Guest's picture

If it's okay that it didn't "come first", mind if I rip off your portfolio and make it better? Please post your website.

everartz's picture
7609 pencils

like it, good work

| Everartz |

david.jaumes's picture
34 pencils

good idea, but what about ecology (waste everywhere)? maybe a negative point? the idea is nice ;)

akrokdesign's picture
50 pencils

pretty good.

rolling.stone's picture
2740 pencils



~ Quite obviously, I have gathered no moss ! ~

mgriff21's picture
592 pencils

Good idea - but this seems very familiar to another campaign we just saw. Perhaps a Heineken mini-fridge campaign?

I'm here doing this, but feel I should be there doing that. But to do that, I have to be doing this. Does this make sense or do I have to explain that?

cef's picture
547 pencils

nice one but seems very eco friendly!

paumarques's picture
1312 pencils


Pau Marquès
(+34) 670 36 79 83

onedesigner1's picture
9 pencils

Really great Idea

mikepants2005's picture
504 pencils

These Amsterdam guys like their 'box' ideas!

raavigeorgian's picture
2444 pencils

can't help liking it

Guest's picture

Absolute bloody genius.

Guest's picture

Great ambient, guerilla powered. I would have made a slight different box for the Mini, but... I don't live in NL :P

namlondon's picture
31 pencils

Great job. Amazing

Shiply on

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