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HLABS MEETS &C MEDIA: Bums, Bold Ideas, and Branded Content Gold
On June 26th, HLabs had the pleasure of sitting down with Bram de Leeuw, Creative Strategy Director at &C - the rebellious, refreshingly real Dutch agency known for its unapologetically bold voice, vibrant visuals, and branded content that doesn’t just sell, it starts conversations.
From Pajama Parties to Podcast Taboo-Tackling
&C isn’t your average agency. Co-founded by Bram de Leeuw and Dutch icon Chantal Janzen, their content lives across magazines, podcasts, theatre, and even live events like Chantal’s Pajama Party. With a target audience of women aged 20–45 with wit, sass, and zero filters - no topic is too awkward, and they’re not afraid to go where most brands wouldn’t dare.
Bram came armed with examples that had our whole team grinning:
- BMW Dating in the Car: first dates, fun challenges, and Beemers. What’s not to love?
- Eat Natural’s 11AM Office Dance: music, moves, and desk-side boogie breaks.
- Sanex’s “Dare to Shower Together”: influencer couples, steamy showers, and skin-safe soap.
- L’Oreal Lipstick x Jungian Archetypes: a quiz that matched lipstick shades with your inner psyche. Deep. With gloss.
No matter the brand, &C brings the same magic: fearless ideas, a wink of mischief, and the kind of content you can’t not talk about.
Big Ideas, Small (but Mighty) Crew
How do they pull off all that creative magic? Bram shared that &C is powered by a small but mighty team of ten and interestingly, he’s the only man on the team. Talk about being outnumbered in the best way.
As for their creative process, Bram shares that it is rooted in bold thinking, close collaboration, and strategic insight. Every project kicks off with a daring idea designed to stretch the brief and nudge brands out of their comfort zones while still striking that all-important balance between brave and brand-aligned.
With a lean setup, including interns, the team handles everything in-house, from concept to production. It’s a fast-paced, hands-on approach that allows them to stay agile and keep the creative bar high. The result? Campaigns that are unapologetically bold, but never provocative for the sake of it - just honest, human storytelling that resonates.
Bold Moves, Real Impact
If there’s one thing we took away from our chat with Bram and the &C crew, it’s this: bold doesn’t mean reckless, it means real, relevant, and refreshingly human. Whether it’s lipstick quizzes or shower campaigns, &C proves that when you pair fearless creativity with smart strategy, branded content becomes something more: a conversation starter, a mood lifter, and sometimes, a cultural moment.
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Let’s turn wild ideas into smart storytelling. We’re all ears!
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