Keep Distance, Stay Connected

To create visibility and activate the target audience, we looked for a way to respond to demand : staying in touch during a time of social distancing. We managed to convey that sentiment by means of recording real life videos of actual people. That made the videos sincere and powerful. We eased the role of edding and its chalk marker to the background. edding served as a facilitator of contact rather than as protagonist. The content was widely supported because of its societal character, sincerity and recognizability.

The goal was to active and stimulate the target group to make window drawings with a positive message and share these on social media. This way we could use the power of micro influencers. This resulted in user generated content which was another important objective for edding. Despite the very undesirable situation, the relevance of the edding brand never felt more tangible. The campaign had to generate positive brand awareness with edding as the facilitator of creative connectedness.

A societal campaign with overwhelming results. The initiative was brought to the attention by RTV Oost, Libelle, &C, TBM and 100% NL. A large group of trade partners also shared the initiative with their target audience. The #keepdistancestayconnected campaign even crossed international borders as France, Germany, the United Kingdom and Columbia took over the initiative.

The most important result of this campaign? We let at least 500 people convey a positive message to their immediate surroundings via a window drawing. With actual numbers probably being even higher, we managed to bring people together in a time when we were further apart than ever.