One of the Netherlands major tv channels asked us at Dog and Pony to develop a new strategy and creative concept. We teamed up with Woodwork to take on this project and are proud to share with you the result.

Nederland 3 is an innovative channel that shows things for what they are and reveals how they could be. It focuses on true stories featuring real people. It's voice is without prejudice in unconventional and surprising ways. It's goal is to encourage viewers to change the way they look at the world. The more you see, the better you will understand it. Hence Nederland 3’s new slogan: 'Anders kijken, meer zien' It translates to; ‘Take a different view, see more’.

Our challenge was to find a way to refresh the channel, based on the heritage of the previous styling and literally show more in different ways. Our solution was a dynamic grid based on the logo's shape. Where views from different angles and perspectives can be visualized in a dynamic lens framework. Just like Nederland 3, it pushes boundaries, experiments, zooms, delays and shifts focus.

The grid also determines the promo package we developed for the channel, a modular system that can incorporate any piece of content, so every second of an evening's programming can be displayed from start to finish. The grid brings to life what's at the heart of Nederland 3: the more people see of the world, the better they understand it. Different perspectives, innovative programming, captivating viewing, all in one place.


Client: Nederland 3

Creative Company: Dog and Pony
Creative Director: Bart Heideman
Art director: Bart Heideman
Managing Director: Pol van Haren

Production Company: Woodwork Amsterdam
Creative Director: Marvin Koppejan
Managing Director: Balster van Duijn
Director: Balster van Duijn
Producers: Sabine van Wechem, Duncan Eilander
DOP: Nanko Goeting, Michael Brooke, Eric Lor, Balster van Duijn
Animators: Marvin Koppejan, Julien Maingois, Eric Groeneveld, Rob Wienk, David Schagerström, Tom Keijer

Music: Massive Music
Account: Camiel Bos
Producer: Cris Kos

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