Infamous Amsterdam hostel Hans Brinker leans into its reputation with new positioning
New lead agency DDB Amsterdam has given ‘the worst hotel in the world’ a new corporate identity, website and accompanying campaign.
Once deemed ‘the worst hotel in the world,’ Amsterdam hostel Hans Brinker has invested heavily over the last few years to improve its quality and service.
Having parted ways KesselsKramer, its agency since 1996, the hostel has now had a brand overhaul by DDB Amsterdam.
Its new ‘The Infamous’ positioning includes a refreshed corporate identity, website and accompanying campaign and was produced in cooperation with 180 Amsterdam.
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Marie-Louise Henny, who is the co-owner and director of the hostel, explained: “We developed a new logo that fits the city of Amsterdam, upgraded the website and also introduced new design elements in and around Hans Brinker; think soap dispensers, door hangers, bicycles and merchandise. Meanwhile, we are also developing the new restaurant that will open on October 1 and which will be done in the Hans Brinker way: boldly.”
Niels Bredemeijer, creative director at the agency, called the brief “every agency’s dream,” adding: “Hans Brinker is small but big in its prominence. Locally driven with an international character, it has the balls to take the brand further and the ambition to make it even bigger, all with the tone we have come to expect from it: bold and sharp with humor.”
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Bredemeijer said the positioning of ‘The Infamous’ reflects the hostel’s legendary (if slightly unfortunate) reputation: a reputation created by the “extraordinary, incredible and exceptional stories“ of Hans Brinker’s guests.
“Those are the stories through which the hostel gained its reputation. A reputation that we embrace. Because it’s nice to be famous, but it’s even nicer to be infamous.”
The new rebranding, with the accompanying campaign, kicks off today, Thursday, July 20. Other activations will be added in the future, all adding up to telling the Hans Brinker story.