Darren Reynoldson

Global campaign 2013

To launch Acer’s new range of ‘Touch & Type’ computers and tablets, we decided not to oversell their products with hype and technical jargon. Instead, their TVC features a more human touch to highlight that no matter who we are, we’re all looking to be just a touch more… something.

Role: Copy, Concept and Creative Direction - with Aleco Antoniadis: Art Director

Agency: Boondoggle Amsterdam and Havas Dusseldorf

Pan-European campaign 2013

To launch Chupa Chups’ new explosively flavoured candy Airheads, we commissioned Lithuanian artist Tadao Cern to recreate his iconic ‘Blow Job’ photographs, turning a turbo-charged leaf blower on our fearless models’ faces for maximum impact.

Role: Copy, Concept and Creative Direction

Agency: Boondoggle Amsterdam

French/Belgian campaign 2008

To help Kraft's Carte Noire seduce a younger, online-savvy audience, we invited people to secretly seduce someone they'd love to be with on Valentine's Day. With the help of Fabian, our sexy chanson singer, they could compose a personalised 'secret serenade'. Clues such as personal characteristics and desires (along with how you liked your coffee) were incorporated into the lyrics of each unique song. And, if the object of your desire guessed your identity, then you won a romantic ménage à trois vacation: just you, your loved one and Carte Noire.
Role: Copy and Concept - with Feike Kloostra: Art Director. Creative Director: Sicco Beerda

Agency: Euro RSCG 4D
Awards: Mobius (Best in show), Meribel, Montreux, Golden Drum, Eurobest nomination.

Swedish campaign 2014

Ironically, for a country that spends half the year in darkness (or perhaps because of), Sweden has one of the highest incidences of skin cancer in the world. So we created a ‘nude clock flashmob’ on Stockholm’s chic Norrmalmstorg area to tell passersby that anytime is time for Daylong sunscreen.

Role: Concept, copy and Creative Direction. With Wesley Visseren: Art Director.

Agency: Boondoggle Amsterdam

Netherlands campaign 2012

Durex wanted to highlight that their range of ‘play lubricants’ can help enhance the sexual experience for both men and women. To highlight this, we simply focussed on the smile that plays across a young woman’s face as she fondly remembers how much fun she had the night before.

Role: Concept and Creative Direction. With Paul van Raak: Art Director. Pieter Perry: Copywriter.

Agency: Boondoggle Amsterdam

Netherlands campaign 2016

Business software company Exact and Formula 1 driver Max Verstappen are a weird match right? But we successfully used their partnership by highlighting how fast and effective accounting companies can handle their business with Exact’s innovative software.

Role: Copy (translated into NL) and Concept - with Sander Litjens: Art Director. Sicco Beerda: Creative Director

Agency: Kingsday

Pan- European campaign 2016.

For Valentine’s Day, we wanted people to get flirty and give total strangers a romantic rose - all via a webcam embedded in the high-tech bow of our Command Cupid. This film was followed by interactive Periscope Live sessions on Facebook and Twitter where people from around the world could give - via our wandering Cupids - roses to random strangers on the streets of Berlin and Paris.

Role: Copy and Concept - with Sander as Litjens: Art Director. Bram de Rooij: Creative Director

Agency: Kingsday

Netherlands campaign 2019

Heart disease is a silent killer and many people aren’t aware of how high blood pressure can adversely affect their health. That’s why the Netherlands Heart Foundation created a campaign to encourage people over 40 to regularly check their blood pressure. So we designed a simple ‘heart-felt’ pledge: “Do everything you can to protect your heart”.

Role: Copy (translated into NL) and Concept, with Sander Litjens: Art Director. Sicco Beerda: Creative Director

Agency: 180 Kingsday

Pan-European campaign 2015

Hoya wanted to show how easily their variable lenses transition from the different lighting of indoor and outdoor situations. So we created a split-screen concept that elegantly highlights their unique functionality as a stylish couple explore the shaded and sun-dappled beauty of Lisbon Portugal.

Role: Concept and Creative Director - with Menno Schipper & Nils Taildeman ECDs

Agency: Havas Amsterdam

Global campaign 2019

So it’s a bit weird: a copywriter showcasing a TVC that has virtually NO copy - but you’d be amazed how many bloody powerpoint decks this one project spawned. I guess the reason why I hate this ad is mainly due to perpetuating the lie that people knock off work at 6pm sharp!

Role: Copy and Creative Concept - with Sander Litjens: Art Director. Joe Craig & Ed Ryder: Creative Directors.

Agency: 180 Kingsday

Global campaign 2018

Playstation wanted to launch their new adventure game with a series of TVCs highlighting each main character; androids in a near-future world who had reached sentience and needed to make some very human decisions. But our concept highlighted the moral dilemma they all faced: in a choose-your-own-narrative game, just who is really calling the shots?

Role: Copy and Concept - with Sander Litjens: Art Director. Martin Beswick: Creative Director.

Agency: 180 Kingsday

Pan-European campaign 2015

To generate buzz around the 2016 UEFA Champions League draw, we created an interactive Twitter campaign that invited people to “tweet to unlock” a Nissan GTR filled with thousands of balls - just like the ones used in the actual teams draw. Find the right ball and win big!

Role: Copy and Concept - with Feike Kloostra: Art Director. Sicco Beerda: Creative Director

Agency: 180 Kingsday

Pan-European campaign 2016

As part of their sponsorship of the UEFA Champions League, Nissan wanted to give as many people as possible access to the excitement of taking part. In addition to the usual ticket give-aways, we created an interactive campaign that allowed people to get their name printed on the flag unfurled at the Final in Milan. To promote this, we turned the tables on football superstars Andres Iniesta and Thiago Silva by asking them to get the autographs of ordinary fans on the streets of Barcelona and Paris.

Role: Copy and concept - with Feike Kloostra: Art Director. Sicco Beerda: Creative Director

Agency: Kingsday

Pan-European campaign 2015

What do you do when you’ve been working months on a UEFA Champions League TVC involving Gareth Bale as superhero and then he gets injured and can’t film? Go back to the drawing board? Instead, we turned a negative into a positive and gave an ordinary fan the once-in-a-lifetime opportunity to be Bale’s substitute and star alongside Sergio Aguero.

Role: Copy and Concept - with Feike Kloostra: Art Director. Sicco Beerda: Creative Director

Agency: Kingsday

Global campaign 2017

Qatar’s Airways was getting some bad PR in the US due to the perceived view that their success in the air was costing American jobs on the ground. To defend their brand against unfair criticism coming from their US airline competitors complaining about the “open skies” policy unfairly advantaging Qatar Airways, we created a film highlighting how they support more than 123,000 US jobs, as well as flying more than 3.1 million tourists annually to America.

Role: Copy, Concept and Creative Lead - with Martin Beswick: Creative Director

Agency: 180 Kingsday

Global campaign 2019

When you fly Economy on Qatar Airways your travel experience is elevated to new heights. We created a seamless “one shot” fly through a stylised plane soaring above the clouds, to highlight Qatar’s unique features and benefits - economy like never before.

Role: Concept, Copy and Creative Lead - with Ross Weaver: Art Director. John Messum: Creative Director

Agency: 180 Kingsday

Global Campaign 2019

To launch Qatar’s Free Zone to the world we created a film to illustrate that people with vision, drive and ambition have created Qatar into the dynamic city it is today.

Role: Lead Creative, copy - with Ross Weaver: Art Director. Kalle Helzen: Executive Creative Director

Agency: 180 Kingsday

Netherlands campaign 2017

Rabobank wanted us to communicate to small/medium enterprises the economic benefits of leasing equipment instead of buying it outright. So we took the concept of an unboxing video to a whole new level and captured the exact moment when farmers and small business men and women received their new ‘toys’ thanks to Rabo Lease.

Role: Concept and copy (translated into NL) - with Feike Kloostra: Art Director. Sicco Beerda: Creative Director

Agency: 180 Kingsday

Pan-European campaign 2014

To launch Rituals’ new webshop, we wanted to highlight just how easy it made buying your Christmas gifts online. So we traveled to Maastricht - Holland’s most beautiful Christmas market - and placed our model in a bubble bath in locations around town. Filmed using time-lapse photography, it showed the world rushing past while online shopping couldn’t be any more relaxing.

Role: Copy, Concept and Creative Direction

Agency: Boondoggle Amsterdam

Netherlands campaign

Movember isn’t just about growing facial hair in support of prostate cancer, it’s about supporting many men’s health issues - including testicular cancer. So we created a disruptive, visually arresting Facebook campaign to highlight that testicular cancer should also be a cause as clear as that ridiculous handle-bar mo is on your face.

Role: Copy, Concept and Creative Direction

Agency: Boondoggle Amsterdam

Pan-European campaign 2010

How well connected are you? Could your network of Facebook friends help you pass a virtual C30 around the planet? We had no idea either - but we (and luckily Volvo) were game enough to create a social media experiment to find out. And, in the true spirit of adventure, we gave people only 80 days to try.

Role: Copy and Concept - with Feike Kloostra: Art Director. Sicco Beerda: Creative Director
Awards: New York Festival, Kinsale Shark, Golden Drum, Cannes Cyber Lion nomination.

Global campaign 2010

"A Volvo like no other" they said. "A car you can really get up to mischief in" they told us. And so the 'Naughty Volvo' campaign was born. After the launch of the TVCs that showed the S60 behaving like no other Volvo had before (thanks to being driven by Top Gear’s original ‘The Stig’ Ben Colins), we released a series of interactive test drives that allowed users to dial up the car's naughty behaviour. Finally. we created a crowd-sourced campaign that allowed fans to shape how the S60 misbehaved in the final TV commercial.

Role: Associate Creative Director - with Feike Kloostra ACD and Sicco Beerda Creative Director

Agency: Euro RSCG 4D with Arnold Worldwide
Awards: Golden Drum.

Global campaign 2007

To support the line "From a beautiful land, full of beautiful people comes a beautiful car" we created the fictional Swedish town of Löv: the spiritual home of the new Volvo XC60. And, as the seasons changed over the length of the 9 month interactive campaign, we populated it with characters, road tests, games, summer love songs and personal stories of how the beautifully distinctive Swedish landscape can help shape a beautifully unique car.

Role: Copy and Concept - with Feike Kloostra: Art Director. Sicco Beerda: Creative Director

Agency: Euro RSCG 4D
Awards: Mobius, Epica, New York Festival, Cannes Cyber Lion nomination, Webby nomination.