De Bijenkorf Brings Its Legacy to Life
De Bijenkorf, the Netherlands’ premier premium department store chain, unveils its new festive brand campaign for the holiday season. Created by leading creative agency DEPT®, this initiative marks the 155th anniversary celebration that began earlier this year with the Fall/Winter launch. The film revitalizes the store’s storied past and underscores De Bijenkorf’s influence on Dutch fashion and culture since 1870.
A Keepsake Ornament: The Keeper of 155 Years of Memories
Directed by Johan Kramer and produced by Holy Fools, the film guides viewers through De Bijenkorf’s timeline from 1870 to today. Central to the narrative is the iconic store ornament, a symbol of intergenerational connection that anchors the story. The tree and its ornament stand as quiet witnesses to changing traditions, inviting audiences to forge fresh memories while a recurring family portrait transitions the narrative across generations.
A Craft-Driven, Atmospherically Rich Film
Each era is rendered with its own distinct mood, enhanced by carefully chosen filming techniques and lenses. The opening is rendered in black and white to evoke 1870, with the journey moving through the warm Kodachrome hues of the 1950s to the contemporary digital era. This progression mirrors technological and stylistic shifts, while the core themes—ornament, togetherness—remain constant.
The film shines through meticulous craft and attention to detail. Every costume, set piece, and prop is selected to authentically capture the spirit of its time. Through thoughtful editing and color grading, past and present blend into a cohesive, living family album. The result is an evocative holiday film that harmonizes tradition, kinship, and De Bijenkorf’s signature elegance.
Quoted Perspectives
Petra Gelens, Head of Marketing at De Bijenkorf: “The 155th anniversary is a milestone worth celebrating. With this campaign, we illustrate how De Bijenkorf has accompanied our customers through meaningful moments across generations. It’s an honor to share our rich history while looking forward.”
Manuel Di Tolve, Creative Director at DEPT®: “This campaign brings 155 years of memories to life. By marrying heritage with contemporary storytelling, we demonstrate why De Bijenkorf has long held a central place in Dutch culture.”
Credits
De Bijenkorf
- Head of Marketing: Petra Gelens
- Campaign Manager: Giuli van Berkel
- Creatives: Susi Sommer & Linus Kropp
DEPT®
- Creative Director: Manuel Di Tolve & Emilio de Haan
- Art Director: Danique de Bies
- Copywriter: Stan Severin & Hugo van der Kun
- Lead Craft Producer: Dennis Gijsbers
- Account Director: Sanne-Fleur Frencken
- Project Manager: Auke Roggeveen
- Strategy: Maeve van Ettekoven
- Design: Dora Visky & Monique Nelis
- Media: Sander Blokker, Fadli Gunawan
Production
- Production Company: Holy Fools
- Director: Johan Kramer
- D.O.P.: Douwe Hennink
- Executive Producer: Frank de Kok
- Producer: Poeiwah Cheung
- Art Department: Pieter Christiaans
- Stylist Bijenkorf: Anouk van Griensven
- Stylist costumes: Monica Petit
- Photography: Hein Gijsbers
Post Production
- Editor: Annelien van Wijnbergen
- VFX: Elsa Tu
- Grading: Wietse van Bezooijen
- Music: Niels den Otter / Audentity
- Sound design: Niels den Otter / Audentity
- VO: Nora El Koussour
- Colour grading & Retouch: Hein Gijsbers
- Online/Versioning: Martin Sinkgraven
And this is where the discussion begins: does a campaign rooted in heritage risk feeling nostalgic rather than relevant, or does it successfully bridge generations by celebrating continuity? What are your thoughts on balancing tradition with modern storytelling in branding? Share your view in the comments.
