FRIENDS & FOES
STORY BRANDS FOR THE 21ST CENTURY
TWENTE, A REGION IN THE EAST OF THE NETHERLANDS, HAS MORE THAN ENOUGH TIME TO SPEND… ON YOU

WEST MEETS EAST

The Netherlands have a lot to offer. In the West we have the sea, the dunes and the biggest cities. In the North we have islands and lakes and in the South, we even have a “mountain”. So why would people from the West want to visit the eastern part of their country? How do you turn the most wayward region of the Netherlands into an attractive tourist destination?

TIME IS OUR MOST PRECIOUS POSSESSION

People from the Twente region, Twentenaren or ‘Tukkers’ as they like to refer to themselves, have a different perception of time. They have the feeling that there’s always plenty of time to do the things that really matter. Hence the famous Tukker expression: ‘Tijd zat’ (Nuff time). Time is truly relative: in the West of the Netherlands it passes faster than in the East.

Design style guide

TIME SHARING 2.0

Building on this notion of ‘Tijd zat’ we created an online platform where local hospitality entrepreneurs could give away their surplus time in the form of offers, discounts and give-aways to the time-poor people in the West of the Netherlands.

Twente Time Truck

A FESTIVAL HIT

“Then we took it a step further”, we filled a truck with our handcrafted ‘Tijd Zat’ beer (a bottle containing 42 minutes of tasty Twente beer) and other giveaways and drove to outdoor festivals in the West to immerse festival-goers in Twente time. A social campaign around the festival activities allowed a wider audience to acquaint themselves with the time rich Tukker lifestyle.

JOINED FORCES

The campaign succeeded in establishing Twente as a tourist destination in no time at all and added the benefit of uniting local hospitality entrepreneurs behind one unifying theme, they all had ‘Tijd zat’ to share.

Web platform and social campaign

Created and produced at creative agency Lemon Scented Tea