Creative Marketing
Cross-Channel Campaigns for Benelux
King's Day is one of the most vibrant celebrations in the Netherlands — held every April 27th to honour the birthday of King Willem-Alexander. Streets turn orange, people celebrate outdoors, and brands embrace the festive energy across every channel.
The goal: unite product and culture through a localised King's Day campaign, giving business owners ready-to-use marketing materials to drive seasonal engagement and sales.
My role: As Creative Lead for the Benelux market, I led this campaign end-to-end — from cultural research and creative concept through to execution across email, social, and site. This is one example from a broader body of cross-channel work I led for the Dutch and Belgian markets.
ROLE:
Creative Lead / Art Director
CLIENT:
Vistaprint
TEAM:
Country Manager, PM, Copywriter, Production Artist, Ops.
TIMELINE:
2021
Challenge
Most of our existing products didn’t naturally resonate with the King’s Day theme, so we needed to design new templates specifically for this campaign. The challenge was to keep the visuals aligned with our brand identity while infusing a strong local spirit. A cohesive cross-channel rollout helped amplify our localized message and strengthen engagement across all touchpoints.
Cultural Research
Before designing anything, I immersed myself in the visual world of King's Day. I collected a broad range of references — street photography, brand campaigns, local celebrations, and cultural imagery — to understand the authentic codes of the holiday: the orange palette, the informal energy, the mix of tradition and fun.
Designing for the Dutch and Belgian markets meant more than adapting visuals, it required genuinely understanding the culture. I invested time learning the local context, consumer behaviours, and what resonates with these audiences. That cultural immersion shaped not just this campaign, but my entire approach to the Benelux market.
This research became the foundation for every creative decision, making sure the visuals would feel genuinely local, not just translated.
Visual Strategy
With the cultural research in hand, I developed the creative concept and visual direction for the campaign. The goal was to balance Vistaprint's brand identity with the bold, festive energy of King's Day, using the iconic orange as the thread that connected every touchpoint. The work in progress below shows some of the early explorations and decisions that shaped the final campaign.
Final Campaign & Impact
The campaign rolled out across social, digital ads, email, and print — a cohesive cross-channel experience that felt authentically local at every touchpoint.
The King's Day campaign outperformed the global creative, generating 12% higher engagement and confirming that cultural insight and localised design make a real difference.
Learnings & Reflection
These campaigns taught me how to design with cultural nuance, creating experiences that feel personal yet consistent. It also strengthened my ability to lead multidisciplinary teams and balance creativity with brand structure.