Mischa Schreuder, creative partner at Fitzroy Amsterdam, with the Cannes lion. (Photo: included)
Castricum – Advertiser Mischa Schreuder (1976) won a Cannes lion at the end of June, the international award for the most creative campaign. The campaign that Castricummer devised for Mercedes-Benz to emphasize the use of clean energy sources can now be seen in different countries. This is not the first time that Schreuder has been awarded this prestigious award. His name had been on the winning list in the French seaside resort four times before.
By Raimond Bos
Mischa Schreuder, who was born in Amstelveen, was two years old when his parents decided to move to Castricum. As a 20-year-old, he moved to Amsterdam himself, but Castricum was always close to his heart. Therefore, he returned to this municipality twenty years later, now married and the father of twins of eight. ,, Castricum is close to forest and beach, so close to nature. I love it. In Amsterdam I really lived in the center of the city, Castricum gives me much more peace of mind. “
It sounds like a logical choice for someone working in the often hectic advertising world. Mischa worked for a large network agency for a long time, but a year ago he became a partner in a small agency that focuses on campaigns for companies that do something good for the world. As creative director, he is ultimately responsible for the creative floor. Mischa: ,, I write the ideas myself and collect a lot of information from the customer. I see where the opportunities lie. What is unique about the project and what is the target group? I always advertise as the target audience wants to see. ”
The latter may sound obvious, but not all advertisers actually succeed in reaching that goal. What’s the secret?
“In the past, for example, the Delta Lloyd films were on television. Everyone talked about it! It is important to create content that people want to see and share. It’s actually done too little. First of all, I would like to know what target audience a campaign is intended for. Is it, for example, football players or lawyers? We are researching what that target group would like to see. Then you come up with an idea and you test it first in your own environment, for example with your parents or your children. If you feel that it’s good on a small scale, then do it. I have been in the business for 23 years now. I usually feel like people want to see or share something. But sometimes a customer orders a large-scale survey that needs to be done first. We’ll fix that first. “
Social awareness is a common thread throughout Misha’s career. Four years ago, he invented Gumshoe, a shoe made in part from recycled chewing gum. The project was quickly picked up by the major media and received a lot of attention at home and abroad. However, marketing the shoe was not the only goal of the campaign.
Mischa and his team achieved that throwing pieces of chewing gum on the street was recognized as an environmental problem. Special collection containers were introduced and many young people became more aware of the environmental consequences of all the chewing gum pieces on the street. A giveaway was attached to the campaign: Anyone who photographed themselves near such a collection tray while throwing chewing gum had a chance to win a pair of Gumshoes. Mischa: ,, When I do something, there is always a good reason behind it. I think it is important to always give something back to people. “
Another good example of this social awareness is the project that Mischa led at the beginning of this year. A virtual jacket produced internally was auctioned off and raised six thousand euros to the Food Bank of the Netherlands. So no real jacket? ,, No, it really is a virtual jacket, meant to be worn in the metaverse. It’s a digital world that you can go through. An online world that is very close to the real world. You can go through it, visit shops, attend performances and so on. It is already possible to buy things there and eventually you will also be able to go to school there. So it’s like the real world, but digital. You go through it with your character, but then of course you want your doll to wear nice clothes too. “
The jacket that Mischa and his team came up with can therefore be worn by the character of one in the meta-verse. It is a so-called Non-Fungible Token (NFT) that you buy with the virtual currency ethereum. Mischa: “It’s actually a digital contract that says you are the owner. It can be a digital work of art you buy, but also a pair of virtual shoes or our jacket. ” To make extra attention to the project, a real jacket was also made, made from remnants of printed foil from potato chip bags.
Mischa won the Cannes Lion in June for a campaign for the car brand Mercedes-Benz. That company has now changed the production process in such a way that almost everything is based on green energy. “I came up with the idea of attaching large lamps to the three wings of a wind turbine. If you then let the turbine run and you film it, you will see the Mercedes-Benz logo thanks to the lamps when you play back the images in slow motion. I “I think it’s good that a big brand like Mercedes-Benz is giving something back to the world, so I support that. In addition, Mercedes-Benz was already a customer with us.” The film about the wind turbine can now be seen via the internet and shown on television in China, the United States, India, Belgium and the United Kingdom. Will Holland also see the film? “Not yet, but maybe it will happen.”
That Mischa has already received a Cannes lion several times is not unique. “There are several creatives who have won such an award in the last 66 years. The Cannes Lions have been around since 1954. It is therefore a very small group that has won. one hundred countries participate. Companies pay almost a thousand euros per entry to enter the competition. The money is used by the organization to provide education, among other things.
Mischa no longer needs such training. He knows the intricacies of the industry and notices exactly how an ad campaign best suits the target audience. “We do not make advertisements, we create work that does not feel like an advertisement. I sometimes work 60 to 70 hours a week, but I can only do that because I have an amazing woman: Roxy Schreuder. In addition to her work at KLM, she supports me in everything I do. Without her behind me, I would not be able to do this with so much energy and time. “