Campaigns: Deposit The Netherlands scores with Holle Dolle Donnie on King’s Day

04-28-2024 (18:16) – Campaigns

On King’s Day, at the intersection between Vijzelstraat and Prinsengracht in Amsterdam, Deposit Netherlands (part of Verpact) had a donation point for deposit packaging: the ‘Holle Dolle Donnie’. With this activation, Statiegeld Nederland wanted to encourage consumers in a fun way to hand in their cans and bottles.

NOISE developed the umbrella campaign of Statiegeld Nederland with rapper Donnie in the leading role. In the campaign, the foundation focuses on behavioral change. The aim is to motivate and activate Dutch people to hand in their deposit packaging in order to have 90% of all cans and plastic beverage bottles returned. Gardeners has been chosen as the agency alongside NOISE and responsible for these consumer and PR activations.

The Holle Dolle Donnie is a big nod to the well-known Holle Bolle Gijs from the Efteling. With the activation on King’s Day, Deposit Netherlands wants to make revelers aware of the value of deposit packaging. By handing in deposit packaging at the Holle Dolle Donnie, people on King’s Day not only contributed to a cleaner Netherlands, but they also donated their deposit to homeless people.

Jeroen Hillen, director at Statiegeld Nederland: “The activation with the Holle Dolle Donnie was a successful collaboration with Gardeners. The aim is to jointly motivate and activate as many Dutch people as possible to hand in their deposit packaging in order to collect 90% of all cans and plastic beverage bottles and thus contribute to a cleaner Netherlands. The returned material can be used again for new bottles and cans.”

Track by rapper Donnie

The Holle Dolle Donnie was accessible to both boaters and pedestrians. The tunnel was decorated as a large deposit donation box where passers-by could donate their packaging. The specially developed track by rapper Donnie in collaboration with Statiegeld Nederland could be heard in the tunnel. The number summarizes the obstacles and usage moments surrounding deposits.