This ad is nominated for the NRC Charity Award (Dutch newspaper). It is from Oikos. They aim is to raise awareness about tax justice.
This subject has been receiving a great deal of attention in the Netherlands due to the country’s own image of being a tax haven.
A company must pay tax where it operates. Because there is more money for education, health care and infrastructure. In Europe but also in Africa.
Mark van Luyk, creative director/ photographer from agency BrandOutLoud: “It was a challenge to create a concept with an edge; without being demeaning or disrespectful towards the subjects and target audiences. This is why we decided to use humour – with a touch of down-to-earth observation – to make this subject more tangible for a broad audience.”
Over the years, Oikos has launched several nationwide promotions in support of international campaigns. This current ‘Tax Justice’ campaign, which BrandOutLoud developed with them, is their latest.