Client: Jump!/DekaMarkt
In October, Jump! Retail approached us with a collaboration that carried both cultural weight and childhood nostalgia: a national retail partnership with DekaMarkt and ARTIS, the most iconic zoo in the Netherlands. The brief was deceptively simple: drive traffic, spark collection behaviour, and create momentum for a discounted visit to the zoo. But behind it sat a deeper challenge: how do you turn a transactional promotion into a moment families genuinely want to be part of?
The campaign required a dual-layered message architecture.
First layer: collect all animal stickers.
Second layer: save for a discount on an ARTIS visit.
Two CTAs. Two motivations. One seamless story.
Yet the brief came with strict boundaries. Mandatory messaging. Predefined mechanics. Even the lead animal for the key visual had already been selected: the Asian small-clawed otter. Creative freedom was limited, narrative space compressed. So instead of pushing against the constraints, we reframed them: constraints as creative fuel.
If the message was fixed, the magic had to come from the world around it.
We asked: What if the campaign wasn’t about stickers, but about the habitats behind them? What if every visual became a window into an ecosystem, textured, layered, almost tactile, that children would want to explore and complete?
This became the strategic pivot:
Don’t just collect animals, collect worlds.
Using generative design tools, we built the otter’s habitat piece by piece: water depth, riverbank textures, flora variation, behavioural nuances. Instead of a single animal floating on a promotional mechanic, we created miniature biomes that felt alive.
But a single habitat wasn’t enough to sustain the momentum of a national rollout. To keep the campaign fresh and avoid visual fatigue, we proposed expanding the creative system into multiple variations, each anchored in a different species and ecosystem. The product became a journey, not a one-note announcement.
The result: a campaign that stayed true to the brief, yet expanded far beyond it.
A retail promotion transformed into a visual world-building exercise.
A collaboration that didn’t simply show animals, it celebrated their environments.
This is DekaMarkt × ARTIS:
A collectible universe. A visit worth earning. A world brought to life through craft, imagination, and strategy.
