Impossible does not exist – Cumela takes a strong stance around Prinsjesdag

On Prinsjesdag, the moment when the Netherlands looks ahead, Cumela launched a positioning campaign that shows what our country is really built on: mentality. Cumela is the trade association for entrepreneurs in green, soil, and infrastructure – companies that shape the future of our country every day with vision and craftsmanship. Building on the brand story “From Soil to Pride,” we developed a concept that embodies the strength of this sector: doers who literally shape the Netherlands. Generation after generation.

The campaign centers around the statement “Impossible does not exist” – a manifesto of pride, perseverance, and solution-oriented thinking. It is an invitation to policymakers to work with the sector on urgent societal challenges: climate adaptation, housing, food security, and infrastructure. Across various channels, the campaign makes these challenges tangible through concrete examples, such as the Meandering Meuse and the Zuilense Ring. In this way, we position Cumela as a serious partner: with evidence, and with vision.

The campaign kicked off with a full-page ad and digital posters in The Hague, showing the head of state reading the speech from the throne wearing work gloves. Because hats, ties, and the Glass Coach are beautiful for one day. But what the Netherlands really needs are good work gloves, sturdy boots, and people and machines ready to get to work. Because there is work to be done.

With a strategic rollout – from a full-page ad in AD on Prinsjesdag, digital posters around the Binnenhof, to social posts on LinkedIn – we delivered the message at the right moment and in the right places. Where policymakers and advisors literally pause to take in the message, and where we show our own community that we are working on our shared ambition.

We are proud of this collaboration. Because if there’s one thing we share with Cumela, it’s the belief that progress starts with action.