Het Financieele Dagblad asked for a campaign to strengthen its position among leaders in business and society. A sharp, critical audience in a world where news is fragmented and blends with opinion and fiction, making it harder than ever to focus on what’s important. In that landscape, FD stays true to its core: sharp analysis, reliable facts, and a focus on what counts.

Instead of using their content as proof, I looked for a more distinctive and emotional way to show the value of FD. As a substantial, slightly more expensive newspaper, FD is already seen as premium, marked by its instantly recognisable pink color. That iconic pink became the centerpiece of the campaign: a quality mark for independent, thoughtful journalism and a symbol of aspiration. All under one confident promise: If it’s important, it’s in pink. Offering a rich platform to engage leaders with tongue-in-cheek copy. 

With a limited budget, an big awareness campaign wasn’t realistic. The strategy had to be efficient: reaching leaders with spot-on messaging and unexpected touchpoints. I explored their world to find unique hooks, moving beyond traditional advertising and crowded platforms like LinkedIn. The result: surprising channels such as coffee cups and personalised letters at the Chamber of Commerce combined with relevant and messaging. This made the campaign both distinctive and highly targeted.