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The "Things That Matter" (Dingen die ertoe doen) campaign, developed by The Valley, manifests Dille & Kamille’s sustainable products as a personality.

Dille & Kamille is growing and with 41 shops in the Netherlands, Belgium and Germany, it is a true destination for a large group of fans. The iconic tote bag has become an indispensable part of any street scene. The family business was founded in 1974 by Freek Kamerling as an opposing force to a disposable society. 'Natural simplicity' was his philosophy. Because a qualitative, simple life offers solutions to many problems that society must deal with.

Sustainable through Simplicity and Quality
The Dille & Kamille philosophy is captured in a clear positioning: Dille & Kamille provides attention to the ‘Things that Matter’. With more simplicity, quality and inspiration in everyday life, sustainability is very accessible. The timeless, functional and natural product range, the core of the shopping experience, is, therefore, the centre of the campaign. Each product has been given a personality with its own character, emotions and story. From sustainability to love and from timelessness to a unique everyday situation. Together, these products tell the story of Dille & Kamille.

Things That Matter
The campaign draws attention but must also, in line with Freek's philosophy, make life more fun and make people live more consciously. The campaign offers a moment of serenity within a busy environment or noisy commercial break. Copy plays a vital role in the assets, including the recognizable Dille & Kamille illustrations: simple, straightforward, with plenty of room for stimulation and fantasy. A campaign that fits a brand with full attention to the things that matter.

The campaign was rolled out in the first phase via Online Video, Social, Radio, Display, DOOH, and Instore Communication and is launched on Monday 12 September.

The Valley (strategy, creative concept and execution)
Mediabureau STROOM (media strategy, planning and buying)
Green Food Lab (PR)
New Amsterdam Film Company, PlusOne® (video production)