D66 Rotterdam Campaign

A good city

D66 Rotterdam set out to develop a social campaign ahead of the 2026 municipal elections. The goal was clear, show what the party stands for, make it visible in the city, and tangible in the daily lives of Rotterdam residents.

The challenge was translation. Political choices are often abstract, while social media demands speed and recognition. How do you make policy tangible without oversimplifying it? How do you move from understanding to recognition, from message to lived experience?

A strong start sets the pace

We started by sharpening the core. In strategy sessions, we defined a compact brand essence that guided everything that followed.

Four pillars formed the foundation, mobility, housing for students and first-time buyers, liveliness, and safety in schools. Themes you see on the street, together telling one story, a city that moves forward by making clear choices.

From there, we developed six concept lines, each with its own form and rhythm. Direct, unpolished formats where the city speaks for itself, paired with more crafted, cinematic pieces where story and emotion lead.

That balance created flexibility, room to respond in real time, while steadily building recognition.

From idea to rhythm

In total, 11 FU’ies worked on the campaign. Over four shoot days, we produced 27 videos and 81 captions.

A mix of fast, direct content and more developed productions created both pace and depth, a steady presence that built the campaign step by step.

What it looks like in the city

The campaign brought political choices back to the scale of the city.

To situations people recognize, streets they cycle every day, places they meet, moments that feel familiar.

As a result, D66 Rotterdam gained a presence that feels closer to the city, not as an abstract party, but as part of everyday Rotterdam life.