case study
That’s not weird… that’s RAAK!
A brand campaign that inspires parents to rediscover their inner child.
Natwerk x RAAK
Year
2025
Services
Integrated Production
Deliverables
TV Commercial
Briefing
RAAK, the iconic Dutch lemonade brand, wanted to encourage parents to stop watching from the sidelines and start playing along with their kids. UHU was asked to bring this brand message to life with a campaign that moves, inspires, and activates.
Approach
Together with creative agency Natwerk, we created a vibrant and energetic series of videos that highlight the playful world of children. Scenes where parents, seemingly “crazy”, join in on childhood adventures like tree climbing and rolling in the grass bring the concept to life. We used a colorful visual language and dynamic direction to reflect the imagination of a child. The videos aired on TV and social media, supported by online activations. The result? A campaign that shows how simply playing along can have a big impact.