De vergeten Twentse Lente | A story waiting to be told

How do you capture the essence of a play before the stage is even built? Before the actors step into their roles? Before the story unfolds in front of an audience?

For De Vergeten Twentse Lente, we developed a concept that turns this challenge into the very heart of the campaign. Instead of showing what isn’t there yet, we invite the audience into the mind of Johanna ter Steege—the driving force behind the production and one of the Netherlands’ most celebrated actresses.

With no cast, no set, but a legacy to uphold, this campaign teased just enough to intrigue, excite, and make sure audiences knew: something unforgettable was coming. And it worked. The campaign was a huge success, driving massive interest and contributing to an extremely well-attended run of the play. Proof that the right storytelling doesn’t just sell tickets—it builds anticipation and leaves a lasting impact.

Approach

Together with director Ruben Peeters, we developed the concept and structure for this campaign—designed not just to be engaging, but also efficient in execution. The challenge? How do you create a compelling commercial series in just one day of filming?

The answer: a structured yet flexible format that allowed us to tell a rich story while keeping production lean. Working with Johanna ter Steege, one of the Netherlands’ most celebrated actresses, elevated the entire process—her presence and experience making every scene count.

With a sharp concept, precise planning, and a team working at full speed, we turned limitations into creative opportunities. The result? A campaign that was not only successful in driving audiences to the play, but proof that smart storytelling and production efficiency go hand in hand.

Production team

Client: SENF
Director: Ruben Peeters
Concept: Tom de Jong, Medianauts
Production: Kimberly ten Tuijnte & Tom de Jong
DOP: Eric Zwiers
Sound: Jason Degraw
Gaffer: Wiegert de Vries
Bestboy: Gideon Post
Production assistant: Martine Coehorst
Edit: Kevin Ligtvoet
Grading: Bram Baas
Mix: Jason Degraw
Clothing: De grapjurk
Musical instruments: Artists on the road
Talents: Johanna ter Steege & Gerrit Egbertsen