Echt bewust?
For the Municipality of Rotterdam and 0to9, we developed a campaign that exposes an uncomfortable question: how do your values hold up when they collide with real-life choices?
Gemeente Rotterdam
0to9
Society
Each video is built from a small, highly relatable starting point, told from a familiar perspective: “POV: that one friend who…”. We begin with everyday moments that reflect the audience’s “good morals” caring, loyal, principled behaviour they recognise in themselves and their friends. This recognisability is then deliberately contrasted with an extreme, drug-related continuation. The sharp contrast creates a shock effect that unsettles without judging, encouraging reflection rather than defensiveness.
Visually, the campaign is designed to feel completely native to social platforms. The videos look as if they are filmed by the characters themselves: raw, direct and low in production value. This lo-fi, POV-style approach strengthens authenticity and aligns with how young audiences actually consume content. The result is a campaign that doesn’t tell young people what to think, but challenges them to think by holding up a mirror to the contradictions in their own behaviour.