This week, Dappr is launching a striking brand campaign called "Famous Last Words." The campaign was developed by The Family and utilizes Digital Out of Home (DOO) content. Blow Up Media is partnering with the company to execute it.
Dappr is a young startup aiming to disrupt the traditional bandage market with sustainable bamboo bandages featuring cheerful and eye-catching designs. The bandages are now available in 500 Etos stores and 240 DA stores.
Amar Thomas, founder of Dappr, explains what Dappr stands for: "Playing outside should be adventurous and a little exciting. Our colorful bandages symbolize exactly what we stand for: falling, getting up, and moving on. By taking small risks, children develop self-confidence and resilience. Our mission is to get young and adult children excited about playing outside again, especially now that they're spending less and less time outdoors."
Social problem
Dappr is drawing attention to a significant social problem: children don't play outside enough. "Playing outside and occasionally falling flat on your face is essential for developing skills like risk assessment, self-confidence, and independence. It also fosters creativity: children who play freely outdoors think for themselves. They're not blindly led by screens or the latest LEGO building set," says Felix Brosschot, behavioral scientist at The Family. "That's why we were so eager to create a fun campaign with Dappr to help grow this brand and its mission."
Creative approach campaign
Lukas van de Ven, ECD of The Family, explains: "The creative concept 'Famous Last Words' revolves around relatable and humorous sayings that everyone knows just before doing something adventurous or slightly daring. Think of phrases like 'It's not that high' or 'I could pet it, right?' followed by the image of the colorful Dappr patches."
The campaign will run for two weeks and can be seen nationwide on billboards. 
Credits
Creative agency: The Family
Responsible at the client: Amar Thomas, Jochum Damstra and Gert Jan van den Brink
Media: Blow Up Media