Christmas boxes

Agency Network: 
December 2009
Mini:  Christmas boxes
Mini Ambient Ad -  Christmas boxes


Ambient advertisement created by JWT, Netherlands for Mini, within the category: Automotive.

Advertising Agency: JWT, Amsterdam, The Netherlands
Creative Directors: Thijs de Boer, Martijn van der Werf
Copywriter: Thomas Reinhold
Art Director: Thom van Rijckevorsel
Account: Lisa Merelle
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floresco's picture
Activity Score 2
Guest's picture

wow, mini ripped them off. that's disgusting. How do feel about ripping people off JWT?

germanhudders's picture

Like it, much more effective than the Heineken one because here the car and the brand are unmistakable, in the Heineken it could be just a walking fridge and people may not associate it with the brand. Nice guerrilla and ambient

Activity Score 336
Copywriter at Droga5
silvi's picture

This is great!

Activity Score 4170
Falwaffel's picture

First of all: Heineken was first. Why would you do the exact same thing in the same city just two weeks later? Second, @ Mirikuaro: There is no such thing as a Walk-in Fridge. They are NOT for sale. What world do you live in? I'm 100% sure people will connect the Walk-in Fridge box to the Heineken spot in The Netherlands.

Activity Score 10
slowrider's picture

who says that heineken was first? it depends on - when ivan posts the ads - so we have to asks ivan - what the first was

and sometimes it happens - that the same idea comes up on the same time for different products

Activity Score 648
Art Director at xxx |

one should not take life so seriously - as one will not come out of it alive.

Falwaffel's picture

It's true, great minds think alike, they say. But I just know Heineken was first because I live in Amsterdam and saw the Heineken boxes two weeks ago. The mini boxes were put on the streets after christmas, it says so in a press release. I'm sure Ivan can confirm the whole thing.

Activity Score 10
ivan's picture

I can't tell, I post mostly in order of sending, but not all the time. When provided I add the publishing date, but I have no way of checking. So, in short. I don't know. :)

Creative Director at Ads of the World
Falwaffel's picture

For those who are interested: here's two posts from a Dutch blog on advertising. They're in Dutch, but I'm sure people can read the date. The first one is about Heineken, dated 17-12, the second one about Mini, dated 29-12.

Activity Score 10
chris myles's picture

the ad is awesome.

chris myles
Activity Score 429
Napier University
Creative Criminals's picture

The commercial made by Heineken of the Walk-in fridge was a huge hit in The Netherlands so many people do know what the walk-in fridge is. I think Heineken was first with this box idea (16 december 2009) but I'm not 100% sure.


Creative Criminals
Activity Score 54
Hibon's picture

This is NOT new.... but clever for Christmas.

Activity Score 3734

Simple ideas are the best !

germanhudders's picture

I have seen walk in fridges just like the big walk in freezers restaurants use... a little smaller. But still copied or not, i like the mini one better, its more to do with the brand and its identity, so small you can buy it in a box, heineken doesn't have that benefit

Activity Score 336
Copywriter at Droga5
Guest's picture

I disagree completely. Besides, JWT/Mini ripped it off. That trumps any argument.

amchamas's picture


Activity Score 92
Art Director
morse's picture

This is a very cool ambient.

Activity Score 18159
Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

The Lion's picture

Superb! Award winning idea!

The Lion
Activity Score 122
Creative Director |

Guest's picture

Is it award winning if it's ripped off?

satrianee's picture

The idea better fit the mini... This is great.

Activity Score 3746
sirvan's picture

This one is better than the Walk In Fridge one, even though it might have "come first".

Activity Score 29856


"I love some things, and don't love some other things."

Guest's picture

If it's okay that it didn't "come first", mind if I rip off your portfolio and make it better? Please post your website.

everartz's picture

like it, good work

Activity Score 7613
Art Director |

| everartz |

david.jaumes's picture

good idea, but what about ecology (waste everywhere)? maybe a negative point? the idea is nice ;)

Activity Score 34
Axe Sud, arts & graphics school.
akrokdesign's picture

pretty good.

Activity Score 50
Graphic Designer at akrok design
rolling.stone's picture


Activity Score 2739
Copywriter at Delhi , India |


~ Quite obviously, I have gathered no moss ! ~

mgriff21's picture

Good idea - but this seems very familiar to another campaign we just saw. Perhaps a Heineken mini-fridge campaign?

Activity Score 592
Art Director at VCU Brandcenter (Richmond, VA) 2011 |

I'm here doing this, but feel I should be there doing that. But to do that, I have to be doing this. Does this make sense or do I have to explain that?

cef's picture

nice one but seems very eco friendly!

Activity Score 547
paumarques's picture


Activity Score 1312
Copywriter |

Pau Marquès
(+34) 670 36 79 83

onedesigner1's picture

Really great Idea

Activity Score 9
Karachi, Pakistan
mikepants2005's picture

These Amsterdam guys like their 'box' ideas!

Activity Score 504
raavigeorgian's picture

can't help liking it

Activity Score 2444
Art Director at New Delhi
Guest's picture

Absolute bloody genius.

Guest's picture

Great ambient, guerilla powered. I would have made a slight different box for the Mini, but... I don't live in NL :P

namlondon's picture

Great job. Amazing

Activity Score 31

Shiply on

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