Declare your goal and show ‘what beautiful really is’


I just declared a goal on the website of Under Armour, a US company selling sportswear. I came across their marketing campaign ‘What’s Beautiful’ and it inspired me to become fitter (and to lose some weight … my daughter is 10 months now … so no more excuses).

The campaign aims at redefining female athletes and they invite women to show ‘what beautiful really is’ by declaring their own personal fitness goal. My aim is not to win since I really do not want to become the face of Under Armour (though winning free sports gear and a nutritionist consultation would be welcomed), but I am curious about the flow and the campaign as such. Quite some women already declared their own goal, which creates a community, allowing all of us to see each others’ challenges on Facebook and to stimulate/ feel supported when you start losing your enthusiasm.

I  suggest all of you to join me, post video’s, photo and motivating words to convince the jury about your most impressive and ambitious journey. Public votes in the end!

Good luck to all the participating athletes!

Declare your goal here!  


Parking with Volkswagen

No explanation needed … I need to buy a Volkswagen next time!

Living in Ikea Land


Pretty ambitious plan from Ikea to broaden the horizon and start urban planning by building its own town. Can you believe the company plans to construct and decorate 1200 rental homes for 6000 neighbors, commercial office spaces and a restaurant in this Ikea-land?  There are some real  innovative aspects about the plan that I like; such as the vehicle free roads and the trash that will be removed from the houses by underground suction tunnels.

I am aware many people (especially women) linger around in the showrooms of the Ikea store, dreaming their own place would look just like the display they walk in. I myself however always feel relieved when I leave the store and the parking…

The overall idea of this new town is to design an entire new place and ‘Ikea-ize’ the life of the inhabitants. Doesn’t this remind you of the Truman Show? A very commercial environment, sincerely fake?! And can you imagine eating kötbüllar every week and living in a house called ‘Billy’? I imagine Ikea Land to be too neat and even sterile but with too many people lining up in front of the restaurant … not my idea of a very relaxing, individual place.

Curious however to visit the place as a tourist!

An Impressive Sandworm


Beaufort04 (Contemporary Art by the Sea) once again demonstrates monumental and intriguing works of art, embedded in the romantic dunes  of Wenduine (Belgium). Sandworm is one of these ‘sculptures’ in this Triennial that I admire.

The Sandworm, an organic structure of 45 meters long and 10 m wide and high, is constructed entirely out of willow. Casagrande, the architect of the creation describes it as “weak architecture” – a human made structure that wishes to become part of nature through flexibility and organic presence.

To us the Sandworm looked more like a willow funnel or prehistoric worm that blends in the beautiful dunes of Wenduine.  Once inside the Sandworm, you are witness of an amazing natural spectacle of light and shadow. Just beautiful! And this only by using natural materials!

Go and see for it yourself! 


(images from © nikita wu (巫祈麟))

Everybody loves chocolate. Get it just by being generous.

Doesn’t everybody love chocolate!? The rich, voluptuous sensation in the mouth is part of every chocolate experience and it connotes with relaxing indulgence. At The Danish Anthon Berg Pop Up Store in Copenhagen money is of no use. All it takes to receive some delicious chocolates is the promise of a good deed. In this special store, you cannot pay with money but the price tags mention ‘good deeds’, such as ‘Don’t comment on your girlfriend’s driving for a week’, ‘Serve breakfast in bed to your loved one’, ‘No talking behind your girlfriend’s back for a month’ and ‘Help clean a friend’s house’. Chocolate-buyers had to log into their Facebook accounts and promise to fulfill the favor (via the Anthon Berg Facebook page) and post it on their wall. All this was meant to inspire people to be generous. Just like the companies’ tag line ‘Be generous’ the store was called ‘The Generous Store’. Great way to create buzz and show you do what you preach (being generous).Website:

Kotex uses Pinterest as ‘an influencer relations source’ in a smart campaign.


When it comes to trust, research shows that Pinterest scores high amongst women. Probably that is a major reason why Kotex wanted to use this  social media newcomer instead of Facebook or Twitter when designing a new campaign.

Kotex (the female hygiene brand) used Pinterest and showed how well they understand individual women by analyzing what they pin.

The advertising agency that works for Kotex looked for 50 inspiring and influential women on Pinterest. Then they observed and analyzed all their boards and pins to find out what these individual women like.

Based on this research, the agency created personalized giftboxes for each of these women, decorated in the same style of their pins. The women received the gift basket when they pinned Kotex’ invitation to get the present.

The lucky women repined, twittered and facebooked about  the campaign in many many ways and hence the campaign definitely has been a success.


As such a giftbox is not an innovative idea anymore. Yet the campaign uses a great twist by researching what individual people really like  and how they express themselves. A simple but awesome idea.

Play is the Work of Children


So recognizable!

I have to play this Hot Wheels Game with our 5y old boy. Every day.

He is the police though, and he sends me to jail. Then I escape and the game starts all over again… 😉