Hello, i am Sharon de Graaf
a creative Director and art director

Currently I’m back at Dawn, where I get to push both the work and the team a little further every day. Working for Clients like, Brand New Day, Oxfam Novib, de Baak, Greenpeace and Artis.

Pensions were an old people’s game. But with growing insecurities about the financial future, we’ve put fresh, young faces on pension plans.

For many of us, retirement sounds aeons away. That’s why younger generations aren’t exactly thinking about their pension, and when they actually do they might actually be too late. Instead of following the category norm and targeting people close to retirement, we decided to shake things up by redefining the future retiree. De Nieuwe Pensionados (The New Retirees) shows a younger generation of people who take matters into their own hands, emphasising the current importance of their pension without making it feel like a big hassle.

Concept & creative direction: Frenkel Schönfeld, Sharon de Graaf, Director: Andreas Pasvantis (100prct), Strategy: Esther Overmars, Producer: Ynske Postma & Koen Barnhard, Edit: Amber Hooijmans

Amplifying the voices
of women worldwide. For Oxfam Novib. When half of the world’s population is facing inequality daily, speaking up isn’t enough. Shouting’s the answer, against injustices big and small.

A METAPHOR FOR LIFE AND ALL THE CHANGES THAT COME WITH IT.
Do you want to know how to deal with this? Take an example from this girl. Because with a little support you can overcome any change.

CONCEPT CREATED WITH MEES UBACHS // DIRECTOR Marit Weerheijm // DP Martijn Melis // EDIT Nina Graafland // GRADING Joppo de Grot // MUSIC Dolf Bekker & Guido Blom Massive Music // ILLUSTRATION Anna Kiosse // SOUND Joep Meijburg van Public Audio

VROOM VROOM WILL SOON BE HISTORY IN THE DUTCH LIVING ROOM.

When kids are playing with toy cars, they imitate the sounds. This goes together with lots of noise. Slowly driving their parents – who are at these corona times at home more than ever – mad. Luckily that’s about to change with the new fully electric cars from Volkswagen.

Specially for children and their parents we developed a toy car version of the ID.3. This self-made ID.3 has the leading role in the entire campaign. On TV and through all social channels, we called on enthusiasts to pick up this “make your own” toy car. Together with their parents, kids can turn the building kit into a driving “ID.3tje”. After they’ve taken a look in the Volkswagen showroom of course.

CONCEPT CREATED WITH MEES UBACHS // DIRECTOR Adi Halfin // DP Roman Linetsky // EDIT Russell Icke // GRADING Joppo de Grot // MUSIC & SOUND Pedro Botsaris Antfood

HOW WE TURNED A HEALTH INSURER INTO A BOOK PUBLISHER
In today’s society, stress-related health issues are on the rise. All the screens that are constantly begging for our attention, definitely don’t help. Reading however does. Just six minutes of reading fiction lowers stress levels with an average of 68%, according to research.

To help a stressed-out generation clear their heads, we developed Six Minute Stories, as an initiative of health insurer Zorg en Zekerheid. This series of smartphone-sized booklets, written by popular Dutch writers, are published by Zorg en Zekerheid and spread at selected locations in the country. Every week a new story.

Six Minute Stories is developed as a long-term publishing platform, at the intersection of branded content, PR and social impact, to help Zorg en Zekerheid reach out to new audiences, while promoting mental health at the same time.

Watch the case film here:

Some highlights of “Het Boekjesbal” (in English: The Booklet Gala) – a recurring literary night filled with six minute stories.

IF THE FIRST SEASON IS GOOD, SEASON 2 IS BORN
How do you follow up a successful first season? We started with asking us the following question: How does Netflix do it with a successful television series? They do three things: repeat, improve and renew. So, that’s exactly what we did.

We again made 8 booklets, with an improved Booklet Ball and a complete new cast of famous Dutch writers. We also gave our booklets a new fresh look with the help of Xaviera Althena, the illustrator of season 2.

See for yourself how the writers promoted their stories on the Six Minute Stories Insta >> https://www.instagram.com/sixminutestories/

We organised a literary event called 'Het Boekjesbal' The Booklet Ball.  

WE EXCHANGED MICROBES FOR THE SAKE OF SCIENCE... AND LOVE
Microbes are in the air, and in your saliva too. Our campaign for Dutch Museum Artis-Micropia shows what happens when you kiss. While you think you’re having an intimate moment, millions of microbes are also involved. Dutch artist Akwasi explains why this is good for you in a longer cinema ad.

There is a perfect kiss for everyone and for every moment. For a first date, for couples and for people who are all over each other. In three short videos ‘The First Kiss’, ’The French Kiss’ and the ’Wet Kiss’ we show how microbes affect you. The more tongue you use and the wetter the kiss, the more microbes are exchanged. Which is actually a good thing. Because these little creatures train your immune system, help keeping your mouth healthy and even assist you in finding the perfect partner. So, in the name of science: let those microbes flow.

CONCEPT CREATED WITH MEES UBACHS // DIRECTOR Karen Rosetzsky // DP Menno Mans // EDIT Annelien van Wijnbergen // VO Akwasi // MUSIC Rimer London