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The Challenge
In the Netherlands, Kijkwijzer is a household name. Beyond our borders, however, only the pictograms are truly recognized. When Kijkwijzer approached us with a challenge—to create a commercial that would resonate across all of Europe—we knew we had to think bigger. For the first time, they were stepping beyond animation into live-action, and they needed a script that could bridge that gap.
The BIG idea
The challenge was clear: most Europeans didn't understand what these pictograms actually meant. So we created "Rate the Scene"—a deceptively simple concept that does something powerful. We show three situations. Viewers rate them using Kijkwijzer icons. That's it. But it works because it taps into something every parent recognizes: that moment of helplessness when your child is glued to a screen and you have no idea what they're watching.
In the commercial, we follow a girl as she channel-surfs through different worlds. Each scene is distinct, each one carries a rating. We deliberately stripped away any cultural markers—the living room is abstract, stylized, deliberately nowhere and everywhere at once. Because this message needed to land the same way in Amsterdam as it does in Athens, in Berlin as it does in Barcelona.
Impact
The campaign reached across 26 European countries, broadcast on four major platforms: National Geographic, Discovery, TLC, and MTV—spanning both traditional television and online streaming. With a combined reach of over 98 million viewers, we penetrated about 25% of the total population in our campaign territories.
This multilingual approach was critical. The pictograms might be recognized beyond borders, but the emotional core of the commercial—that moment of parental concern—translates everywhere. By running simultaneously across four distinct channels with different audience demographics, we didn't just reach people. We reached them in the moments that mattered most: during family viewing hours, across entertainment content, and in the spaces where parents and children are most likely to be watching together.
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European countries
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Total viewers accross Europe
Behind The Scenes
Curious about how we transformed a plain white studio into a beautifully styled living room? There are quite a few steps involved. In this video, we take you through the process of set design and production. Check out the behind-the-scenes video now
