For the creation of the impressive illusions, Efteling have worked closely with Muse Amsterdam. Efteling is the largest theme park in the Netherlands and caters to both children and adults with its cultural, romantic and nostalgic themes and variety of amusement rides. For the 2011 winter, the Efteling wanted something spectacular to enchant its visitors.

We created three new attractions using 3D video mapping, treating visitor with an impressive spectacle and extension on the experience of three main Efteling attractions.

Villa Volta, the main attraction. tells the story of Hugo, a robber who is cursed by the White Lady to live inside his residence. In the projection, the White Lady comes to live and shows her powers onto the villa of Hugo.

De Vliegende Hollander shows the story of Willem van der Decken, sailing on his ship in heavy storms.
Outside the Spookslot, an interactive installation follows visitors down the corridor and react on Efteling visitor’s movements.

One thing we knew for sure when Muse was asked to develop a new campaign for Samsung SMART TV (a web connected television); it needed to be a smart campaign. People have been watching TV for decades and we wanted to stay true to that fact. Thus have people watching the product, for hours. With this in mind we developed the SMART TV STARE BATTLE.

We created a competition in a custom built YouTube Channel, where people stare at the SMART TV, discovering its features in a battle against YouTube sensation Keenan Cahill. An innovative eye-tracking device registers eyelid movement via the user's webcam. You blink, you lose. You stare the longest, you win a Samsung SMART TV package including the SMART TV.

To create awareness, print, banners and advertorials in social networks were used. Thousands of video's were uploaded and shared amongst friends, resulting in over a thousand hours of interaction with Samsung's SMART TV.

A long and strong collaboration between Repeat and Muse, made it possible to partnership with Repeat for their e-commerce activities. Repeat already has shop-in-shops and Flagship stores in Europe and the US, and together with Muse they opened an online webshop.

The E-shop is a reflection of the luxury, softness and clear designs of Repeat’s garments and stores. With its soft colors and user friendly designs Repeat’s E-shop makes you feel right at home. The Repeat E-shop serves the Western European market, amongst which The Netherlands, Germany, Luxemburg, Belgium, the United Kingdom, Austria and many more countries.

We were asked to develop a new campaign for Interactive TV by Tele2, including TV commercials, print, radio commercials and online advertising. In this campaign, Tele2 wanted to emphasize the convenience of Interactive TV for the consumer. Central character in this campaign is the Tele2 sheep called ‘Frank’, who helps out various families and shows them the ease of Interactive TV. This campaign was specially made for- and produced in The Netherlands.

In the living room several benefits of Interactive TV literally come to life. Frank is the lifesaver and helps the consumer by pushing the right button at the right time. The first commercial is centered around the feature ‘Programma Gemist’ that lets you watch programs that have already have been aired, up to a week ago. The two other commercials within this campaign cover the other benefits of Interactive TV: pausing live TV and recording your favorite program.

Hot Wheels asked Muse to create a spectacular 3D projection concept for Hot Wheels Australia, that would communicate the brand values to the target audience and would be engaging enough to go viral.

Muse created the ultimate Secret Race Battle for Hot Wheels. In a spine tingling show, the notorious Hot Wheels Skull Racers shattered the facade of Customs House as they competed in the ultimate speed racing battle.

The projection mapping featured footage of the world’s fastest vehicles in a stunt ridden challenge, traveling through the Customs House facade to a fantasy world. Hot Wheels fans, young and old, were kept on the edge of their seats as the racers smashed their way through one of Sydney’s most historic buildings.

The Bosch Free’e is a vacuum cleaner with 15 meters range cord, that gives you all the freedom to move around. To illustrate this benefit we introduced the "cable guy" campaign, in which a 3D man made from the 15 meter long vacuum cleaner cord came to life.

After creating this successful concept, Bosch asked Muse to come up with a new campaign for the Bosch Roxx’x. The Roxx’x is a very quiet vacuum cleaner, whilst having the power to get rid of the toughest dirt. For this introduction we created the Bosch Roxx’x rockband; a band made of rough dirt, that this vacuum cleaner can process. The band came to life in a TV commercial and hosted all other campaign material.

Next to the TV commercials the campaigns contain radio commercials, POS materials, print ads, billboards, brochures and online bannering.

For Albert Heijn, the largest supermarket chain in The Netherlands, IceMobile and Muse created Appie: a mobile service that makes grocery shopping easier. To stimulate the use of the new functions in Appie we developed easter eggs, which we called ‘Grappies van Appie’ (jokes from Appie). Grappies are hidden surprises that reward people in their search for new functionalities. Placing the right products on the grocery list would unlock the grappies.

To help people find the grappies, "@grappievanappie" came to life on Twitter, which gave hints to find them. Users were very fanatic in searching for grappies, and enthusiastic to share them with friends, thus demonstrating the use of Appie.

Three series of grappies were introduced: inside the grocery list, within the barcode scanner and with the launch of voice control.

The team at Hilfiger Denim requested a website with street credibility. So we decided to give them an entire street. Photographs of streets in New York, Amsterdam and London were joined to form one cosmopolitan super street.

People could post their picture on Denim street. The site allowed you to add a funny hairdo and stencil yourself into black and white, which matched the denim print campaign. People who’d put their picture on the wall in the fashion street, also received their work of art via email after which a lot of those people used on their social networks.

As a store promotion for Hilfiger Denim, in stores in Amsterdam, Milan, London and Paris, shop windows were turned into interactive touch screens that photographed visitors. Visitors could then pick up a T-shirt inside the store with their picture on it.
There was also an opportunity for the people that already had uploaded their picture on the website to pick up a T-shirt with their picture on it as they were invited by Hilfiger Denim.

The thousands of photographs taken in various stores were projected on several buildings throughout Europe.

Muse organized the grand press opening for the Dutch H&M flagship store in Amsterdam. The store was unveiled by creating a 3D projection mapping on a newly renovated historic building on Dam Square where the flagship store was situated. The perfect location for a visual art show.

H&M brought their flagship store in Amsterdam to life with this 3D projection mapping. For over three minutes, guests and a gathered crowd enjoyed a surreal fairytale of 3D lightning and magical effects in the worlds' biggest dollhouse.

To spread the word about Samsung's new LED 3D TV and immerse our audience in the feeling of 3D we created the world's first commercial 3D projection at the historic Beurs van Berlage in Amsterdam.

Our 3D projection transported viewers into an alternate reality, showcasing the power of Samsung's 3D technology. The projection ran for three nights and was captured by hundreds of visitors on cell phones and cameras, sparking a rampant viral campaign. After the event, we capitalized on our social footprint by adding an interactive layer with YouTube's first worldwide game-take-over.

News of the event spread to 120 countries, reaching over 50 million people worldwide and the story was covered by 2,000 additional websites and blogs. YouTube reported over one million streams and ranked the campaign as the eighth most-subscribed sponsored channel ever.

Nolet’s Dry Gin is the first true ‘luxury dry gin brand’ in the US. Muse was asked to translate Nolet’s true brand values; exclusivity and heritage, into an introduction campaign.

Nolet has eleven generations of expertise, which is an important story to tell. The website consists of a combination of visuals held by stories. Every product is supported by a story, either told in a video or written in words. The Nolet heritage is told in a timeline of eleven generations. Every generation has it’s story and takes you from the history of the brand, to the present.

The combination of design and storytelling was the perfect fit to communicate Nolet’s brand values. The visitors experienced the feeling of intimacy and exclusivity.

Muse was asked to launch Samsung’s newest mobile typing technology "Swype", which enables people to type much faster on mobile devices.

We created "SuperSwypers", an army of real-time, personal reporters that could be dispatched anywhere to provide moment-to-moment event testimonials. This is the ultimate proof that "swyping" enables you to type so fast, that it almost makes you feel like you're there. SuperSwypers were deployed to report on the sights, smells, sounds and every other sensation for those who could not attend events in person.

160 events were covered, each transcripted in a personal SwypeStory. Our SuperSwypers reached 620,000 people, gave live Swype demos to more than 4,800 people. Overall, our efforts transcended all sales targets, resulting in the number one market share in The Netherlands.

Muse developed a commercial to promote the new ABN AMRO mobile banking app. The purpose is to show that the ABN AMRO app gives an easy to use solution to check your current account balance and recent transactions on your mobile device. Young and old, anybody with an iPhone, iPad, Android or Blackberry can use this safe and well secured app anywhere at anytime.

To explain this, we recorded a variety of users and devices taken from a fixed camera position and mixed them into an entertaining movie. The commercial is shown in the mobile section of the ABN AMRO corporate website where information is given about the mobile solutions that ABN AMRO offers to her customers.

For the introduction of the new Samsung Jet Navi smartphone, we created an interactive game where the gamer could win a real life jet flight. By a cockpit view, the gamer would travel over a highway where he had to shoot cubes and make jet tricks on the right moments to earn points.

The game was fully integrated with Facebook to attract a bigger audience. The gamers could share their score and challenge friends. The challenged friend could directly enter the game from their Facebook page.

The game was promoted on several blogs and game portals and it even got promoted in the Top Gear show in Amsterdam. To gain sales, we had the retailers enter a competition to sell the most Jets which resulted in the most effective sales campaign in Europe. The game was played over 200.000 times.

Muse is the leading creative agency for Repeat Cashmere and responsible for the overall brand experience. In order to create brand awareness, store traffic and stimulate sales, we develop all campaigns for Repeat Cashmere. The campaigns included photoshoots with Doutzen Kroes, print ads, billboards, POS material, hangtag booklets, catalogues, signing sessions and store openings, and much more.

Repeat is all about indulgence. As well as looking elegant, the clothes also feel great on your skin. Soft and comforting, made from the best natural fibres, they’re as much a caress as clothing. Therefore Muse created the Seduce your Skin campaign with Doutzen Kroes, as the perfect embodiment of the softness, class and beauty of cashmere.

The Red Bull Air Race, a big flying event in Rotterdam, and the newest Samsung telephone with touchscreen, the Samsung TouchWiz, both aimed at the same target group, the young 'game' generation. The Red Bull Air Race wasn’t well known yet and the TouchWiz had strong competition. Time to join forces!

Muse developed an online game: catch as much planes as you can, in your virtual TouchWiz screen. Winners were given an exclusive backstage experience at the Red Bull Air Race. As VIP reporter they had to make a live video report backstage with their Samsung TouchWiz. The live reports were broadcasted on the MSN site, where people could vote on the best report, creating a massive amount of involvement and online buzz.

The campaign resulted in top sales of the Samsung TouchWiz of 60.000 pieces, 20% more than the target, and it helped the Red Bull Air Race to sell out completely.

For jewelry brand Ti Sento, we created the brand concept and visual design for the Charming collection. The work ranged from packaging to the website, POS material, print ads, brochures and event stands.

The launch of the brand also included an extensive PR campaign with celebrity endorsement. Centered on top quality charms that allow women to really tell their stories, the campaign promised to revolutionize the market and charm all accessory addicts into wearing the bracelets.

The campaign started with six stories, each from a different female personality. These stories were told and made interactive to guide the target group in choosing a charm that could be added to their own personal collection.

For Guess Watches, we created a global television commercial and campaign, ‘Saving Cindy’. Like Cindy, you could be saved from your ordinary life and become a model.

What does it take to shoot a Guess commercial: Sissi of Austria’s summer palace, one evil stepmother, 2 dogs (nightmare), plenty of make up and a classic car (apparently princesses don’t travel in coaches these days)

The film contains two interactive elements: after submitting their name and mobile telephone number, viewers get to see their name appear in the movie. Muse brought Nokia and Guess together for a unique collaboration: promoting the Nokia fashion phone in a Guess Watches campaign.

Commissioned by Mitsubishi Motors Europe, Muse and Lukkien created online campaigns for the Lancer Sportsback and the Lancer Evolution which is the 10th generation of a legendary car series that earned its credits in Rally sports. We developed the European campaigns to gain attention for the cars.

The website for Lancer ‘Control10 microsite’ challenges visitors to prove they have enough control of their senses and surroundings to handle the powerful Lancer Evolution using a 3D interface. Skill levels such as seeing, hearing, reaction speed and creativity are tested in nine levels of the game. The 10th and ultimate step, offers participants who have proven to posses the right qualities, a chance to drive an Evo on a Finnish ice lake.

Albert Heijn asked us to create a concept for their website to collect and inspire people what to cook for Christmas.

Muse came up with the 'Lekker' button. Lekker is a word the Dutch use a lot and can be translated to delicious or yummy. With the touch of a button, visitors could create their favorite list of Christmas recipes. Not only did this create a personal top ten, it also helped to create the top ten most Lekker recipes.

During Christmas, the Lekker button was put on every recipe on www.ah.nl. The button was heavily used, had a tag-on on television to demonstrate the use and was placed as a website take-over on nu.nl, the most visited news website in The Netherlands. This encouraged the viewers to go to the website and use the Lekker button.

WE approached Muse with the wish of doing a street shoot, combined with an online presence. This resulted in the WE campaign ‘ Try our jeans’.

A campaign in which WE asked their customers to send in their photo and personal information on a special website, in order to apply for the WE street shoot and win a free jeans. Thousands filled in their personal information, giving WE online exposure and extensive profile information.

The 50 people that were selected, had their photos posted on the website together with a clip of their moment of fame. The photos were used by WE throughout their stores in Europe. The winners also received a coupon, with which they could pick up a new jeans at one of the WE stores.

Due to the number of applicants WE couldn’t photograph everyone. Therefore an online game was made, so people still had the opportunity to win a free WE jeans.

Samsung’s goal was to change consumers perception of Samsung as the market leader in the high-end-style segment and strengthen current position in mobile overall.

Muse activated mobile consumers during Queensday, the biggest outdoor event in The Netherlands. Partying people in Amsterdam were abled to broadcast their experiences with live video from their mobile phone to the screen on Rembrandtsquare. Footage filmed by people who registered through social communities were both shown live online as well as on huge video screens in the city.

This was the first time ever that live video was broadcasted from mobile phones to Europe’s largest digital screen and to the largest social community in a country.