Be Like

Role

Creative Direction, Campaign Concept & Copywriting

Project kick-off

January 2014

Go live

March 2014

01.-

Insight

Trend made local

The Be Like meme stormed Dutch youth culture. Quick, funny, instantly relatable — it gave young people a new way to voice everyday struggles. Recognition and humor became the code to connect.

02.-

Solution

From hype to hook

We tapped into the meme at peak momentum. Be Like frames reimagined for the Zoetermeer Work & Learn Cheque. Sharp one-liners, playful visuals, and everyday job struggles — turned into scroll-stopping content across posters, cards, and feeds.

03.-

Result

Campaign that clicked

The campaign spread fast. Teens recognized themselves, shared, laughed and learned about the Work & Learn Cheque along the way. Engagement soared, awareness grew, and the city’s message landed with impact.

Fun fact 😄

The Be Like vibe even made it to Facebook. Check out Zoetermeerders Be Like — last post in 2019, but still a time capsule of the trend.