BSUR

BSUR is an independent international agency, creating and re-engineering brands and brand communication platforms serving global, European and leading local clients. We merge design, advertising and activation to help brands become the most authentic, consistent and inspiring versions of themselves they can be.

Founded in 1995, the firm built its own approach to branding: Concepting. Only brands stating a clear vision, or conveying a genuine, authentic mentality, will cut through: be as you are. The bestseller ‘Concepting’, written by BSUR co-founder Jan Rijkenberg is published in 4 languages & lectured at Universities, Academies and MBA programs. BSUR was nominated as one of ‘The World’s Leading Independent Agencies’ in both 2010 and 2011 and has offices in Amsterdam and Shanghai.

BE AS YOU ARE

BSUR

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Projects

MINI Worldwide

Since 2009, we’re the global ad agency for BMW’s MINI brand. The timing couldn’t be better: MINI was celebrating its 50th anniversary at Silverstone. And the first ever 4 door MINI was to be launched, opening the much beloved brand up to a larger fanbase everywhere. The campaign proves the biggest MINI ever is still every inch a MINI. Almost simultaneously, a new fleet of MINI Hatch, Cabrio and Clubman were introduced. Followed in 2011 by the first ever MINI Coupé, the adventurous wingman that gets you into all the wrong places, and out again. It took us to Rio, Iceland and Hong Kong and into a mischievous friendship with Facebook and Vice Magazine. So there you have it, lots of MINI ads on a very big page. Enjoy.

Libresse Europe

Understanding the true physical and psychological states of women during their monthly cycle. Sounds pretty impossible, huh? Yet getting inside the real emotions of real women proved to be the unique basis for a striking and multi-layered advertising and activation platform. Adaptable to very different brand histories and cultural backgrounds across Europe. No blue liquids, no bungy jumping, no dancing in white pants. Empathy and support. By women, for women. “We know the feeling.” Well, some of us…

Designing the Future of Luxury Smoking

Enlarging a global player in markets with greater restrictions requires sophisticated tactics. Our strategy was to build on Davidoff’s outstanding design heritage to create a full range of “new luxury” smoking items for contemporary cosmopolitans. In collaboration with young and rebellious star designer Ora-Ito, we delivered an exciting new direction for the brand: Davidoff Black & White. Stripped down elegance, futurized. The launch campaign included an international tour with glamorous events followed by back-to-back interviews. The story harvest heaps of free, but priceless publicity in design and lifestyle mags worldwide. Black & White not only changed the face of the brand, it is now also the flagship, high-end product range.