Calvé Pindakaas - Lieke

Film

Calvé has built up a strong advertising heritage featuring famous Dutch athletes eating Calvé Pindakaas. ‘Lieke’ adds a new chapter to this 'jongensboek'. A subtle but forceful statement that got the nation talking about it for days.

Direction

In the line of the Calvé peanut butter campaign we see the young version of Lieke Martens. Although the coach told his pupils to go inside, Lieke continues her training in the rain. Her excuse is that the coach said: Come on “boys” lets go inside.

Film

The campaign makes a subtle but forceful statement. No raised finger on equality, not a joke at the expense of boys, but an endearing story that takes you along and touches you - if only because we all know we yell 'Hey guys' at girls every now and then. That subtlety might just be why just one tv-commercial created a massive impact. From Jinek to the AD, from Libelle to Linda, from Facebook to Twitter. For days the Dutch shared how much that one advertising film had touched them - and last but not least their footballing daughters.

Additional Film

Although the Calvé Pindakaas campaign is a typical Dutch campaign with a difficult to understand cultural context, the campaign got international recognition, with an nomination at the international SPORTEL Awards in Monaco. The film was also selected for the China Women’s Film Festival, the only film festival in China dedicated to women's rights.

Direction

The campaign makes a subtle but forceful statement. No raised finger on equality, not a joke at the expense of boys, but an endearing story that takes you along and touches - if only because we all know we yell 'Hey guys' at girls every now and then. That subtlety might just one tv-commercial created a massive impact. From Jinek to the AD, from Libelle to Linda, from Facebook to Twitter. For days the Dutch shared how much that one advertising film had touched them - and last but not least their footballing daughters.

Additional Direction

Although the Calvé Pindakaas campaign is a typical Dutch campaign with a difficult to understand cultural context, the campaign got international recognition, with an nomination at the international Sportel Awards in Monaco. The film was also selected for the China Women's Film Festival, the only film festival in China dedicated to women.

Film

We were looking for the proven success behind the campaign. But times change, so does the main character.We open on a football pitch somewhere in The Netherlands. We see a team 10-year olds during training. They’re no stars but they are having fun. When it starts to rain, the coach says: Come on guys, let’s call it a day. They rush inside. One little football player stays out on the pitch in the rain. This one is pretty talented and shows some good moves. Inside in the canteen the coach realizes that one player is still outside. He walks out and calls: Lieke! I said let's go inside. We see that the last remaining player is a girl. Convinced that the mistake wasn’t hers she replies: “You said guys! I was just getting into it”. Than the words appear on screen: Years later, Lieke Martens was named Best Football Player of the world. We end with Lieke in the dressing room, completely soaked, taking a big bite of her peanut butter sandwich. Calvé Pindakaas. Wie is er niet groot mee geworden?

Direction

We had to shoot the film during winter and in winter time kids train outside in the dark. That helped us to cover up the fact that Lieke is a girl.

The position of Calvé Pindakaas as the self-evident market leader is currently under threat. New competitors have entered the market. And in the past few years, we’ve not been visible enough. How do we reclaim our rightful position as the one and only peanut butter in the Netherlands? 8 years after Pietertje and 4 years after Robin it was time to add a new chapter to the campaign that has held a place in all of our hearts for more than 20 years.