APG
Monumental reassurance
Challenge
After 100 years, the Dutch pension system is facing a fundamental reform. Everyone in the Netherlands will feel the impact. Change inevitably creates uncertainty and can erode trust. Yet throughout this complex transition, pension funds remain home to the specialists people rely on.
TD was asked to strengthen confidence in the new system overall, and in pension funds specifically. APG asked us to create a hero concept that could work for at least three funds: ABP, SPW and bpfBOUW. The concept also needed to be adapted into dedicated content for each individual fund.
Idea
For a century, the Dutch pension system has been regarded as one of the best in the world — a piece of national heritage we can all take pride in. Like other Dutch icons such as the Delta Works or the Dutch Masters, it must be maintained, preserved and occasionally renewed to stay valuable and future-proof.
We built a creative concept around that idea. By comparing the scale and importance of the pension system to national icons such as the Delta Works and the Dom Tower, the need for renewal becomes both rational and emotional — reinforcing trust in the process.
Result
From one central storyline and a single overarching message, tailored versions were created for each fund, reflecting their specific professions. Each film begins the same way but takes a different turn, allowing every participant to recognise themselves.
Together, the films strengthen one another, creating synergy in building trust in both the new system and the funds behind it.
