The Challenge:
Many parents take parenting very seriously. Playing is something they leave to the kids. They also feel social pressure: when adults act playful or use their imagination, people often see it as “weird” or “childish.” Because of this, special moments of fun and connection are often missed.
Many parents take parenting very seriously. Playing is something they leave to the kids. They also feel social pressure: when adults act playful or use their imagination, people often see it as “weird” or “childish.” Because of this, special moments of fun and connection are often missed.
The Solution:
RAAK wants to bring more play into parenting. By encouraging adults to join the fun, be silly, use their imagination, and really play, RAAK shows that this isn’t something to be ashamed of, it’s actually a strength. With the message “That’s not weird… that’s RAAK”, playful behavior becomes something positive and important in raising kids. The campaign helps parents reconnect with their inner child and enjoy quality time with their children in a fun, new way.
RAAK wants to bring more play into parenting. By encouraging adults to join the fun, be silly, use their imagination, and really play, RAAK shows that this isn’t something to be ashamed of, it’s actually a strength. With the message “That’s not weird… that’s RAAK”, playful behavior becomes something positive and important in raising kids. The campaign helps parents reconnect with their inner child and enjoy quality time with their children in a fun, new way.
Dat is niet raar.... Dat is RAAK!
When a parent does something silly on their own, it might seem childish or “weird” (raar). But the moment you realize they’re doing it with their child, it becomes RAAK.
We brought this idea to life for the Dutch audience with two humorous films. At first, the scenes feel confusing or unexpected. But then, the twist reveals a touching moment of connection between parent and child.
Klant: RAAK Limonade, Productie: UHU Productions, Producer: Pam van Praag, Regie: Henk Loorbach, Director of Photography: Ewoud Bon, Sounddesign: Postoffice Sound & Music, Edit offline: Lisette van der Lee (Editors Amsterdam), Grading: Bart Voorsluis, CGI: Marc van Oene,
Edit online: Miguel Smit
Edit online: Miguel Smit
Created at NATWERK 2024-2025