Rodger Werkhoven's profile
STRONGBOW remixing nature back into urban life
my contributions:
CREATIVE RESEARCH
CONCEPTING URBAN ART ACTS
CONCEPTING & CREATING SOCIAL CONTENT
INTERVIEWING URBAN ACTIVISTS & ARTISTS
CONTENT STRATEGY DOCUMENTARIES
URBAN ART PROJECTS' ART DIRECTION
CO-DIRECTING DOCUMENTARIES
OVERALL COPY DIRECTION
ALL COPYWRITING


At Cloudfactory we wouldn’t just do advertising for clients and their brands. Instead we would give them a purpose. In Heineken's Strongbow case: 'Inspire the world to reconnect with nature by doing something meaningful and real – mix nature back into urban life.' We helped Strongbow help people transform their cities with guerrilla gardening, apple tree planting, urban beekeeping, you name it. Scrolling down you'll find platform designs, smart budget documentaries of urban greening initiatives Olivier Teepe's team and I together made, art projects we conceived, social media content like cinemagraphs and teaser videos we shot, as well as really big budget TVCs. Enjoy the scroll!

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Nature Remix, the Summary

Above: Strongbow's Nature Remix project in a nutshell...
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Act 01: The Johannesburg Urban Apple Orchard.
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Step by step refining our initial sketches:

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Sketching the apple tree garden's layout, blending construction models into the act's actual location:
Above: From sketching and modeling to the execution of the global TVC:

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Ideas for cinemagraphs and GIFs for social:

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The project's website with GIFs for sharing, interviews and human interest documentaries:
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The user experience would be quite similar to this below, with lots of GIFs to share and videos to watch:


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navigating through Strongbow's different flavours:
Every flavour has its own page with different food paring ideas:

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In Amsterdam we created concepts for projects that (sponsored by Strongbow) would help communities in cities like Johannesburg, Toronto, Lissabon, Bucharest and New York City become a little greener by means of our creativity. Olivier and I also traveled the world to help realize our next concepts with the local artists and local environmental initiatives we selected for Strongbow to fund.


next: the Lisbon Act

During research we did for relevant projects to support, I learned that keeping bees in Lisbon was illegal and because of that were in the danger zone there, as a species! I also got acquainted with the work of street artist Bordalo II, who picks up plastic waste from Lisbon's streets to create awesome portraits with it of endangered animals. Another 'NatureRemix' project was born:

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next: the Toronto Act

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next: the Bucharest Act

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next: the New York City Act

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next: Curated Acts
(acts we love, done by our best friends)

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next: how is it made?

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next: the Strongbow flavours
(and what flavours to pair these with)

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credits too to:
OLIVIER TEEPE (CREATIVE DIRECTION, ART, PHOTOGRAPHY, CINEMATOGRAPHY, CONCEPT)
JESSICA & SANDRINE (CREATIVE DIRECTION & CONCEPT)
KAREN HEUTER (ART DIRECTION & RESEARCH)
LAURAINE MEYER (ART & RESEARCH)
FREDRIK BOND (TVC DIRECTOR)
MARCEL CHRIST (PHOTOGRAPHY & OBJECTS)
MASHA OSIPOVA (DoP & PHOTOGRAPHY)
PAVEL ANANICH (GLOBAL ACTS PRODUCTION)
BO VAN VEEN (WEBSITE DESIGN)
JORD BEETS (PROPS & OBJECTS)
 JEANETTE LUTTIK (AMSTERDAM PRODUCTION)
SANDEEP CHAWLA (ACCOUNT)
JIRI RAKOSNIK (STRONGBOW GLOBAL)​​​​​​​



STRONGBOW remixing nature back into urban life
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STRONGBOW remixing nature back into urban life

We didn’t do advertising for Strongbow. Instead, we gave the cider brand a purpose: Inspire the world to reconnect with nature by doing something Read More

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