Bruut Amsterdam produced the online videos, in which precursors on the way to a smoke-free generation are highlighted, as well as stories about how our world has already been changing: How bus stops become smoke-free, as well as sports fields and general medical practices.
 
Thanks to the close relationship with Jalt, a smart production was made possible – in which footage from two different production companies were combined into one brand new TV commercial. Menno Koop was responsible for the shots of ‘the past’, whereas Bruut Amsterdam delivered shots of the ‘present’ and the ‘evidence’: People who have seen the world change under their own eyes.
 
The smoke-free movement grows from an increasing awareness of the dangers of smoking. ‘Because whether you are a smoker or not, everyone agrees: no one wants children to smoke.’ Based on this conviction, more and more parties are joining the Smoke-Free Generation. More and more places are becoming smoke-free and cigarettes are sold in fewer places.

In collaboration with ReumaNederland and creative agency Jalt, we launched a poignant campaign to make the invisible pain of osteoarthritis tangible.
 
Meet Jill, a young woman whose life is hindered by osteoarthritis, impacting her daily tasks: getting up, dressing, driving, and household chores. These simple activities become painful challenges for those with osteoarthritis, shedding light on their constant pain.