A well-deserved farewell
for a yellow Dutch icon

An iconic word of farewell


The Challenge

After fifty-seven years of faithful service, Dutch drivers had to say goodbye to the yellow emergency phone. We had to make sure that every Dutch driver knew about the removal and that their phone needed to be prepared for a car breakdown.

Our Solution

Bidding farewell is never easy, especially to a safe haven that has assisted millions of unfortunate drivers with car trouble and that even acquired the figurative meaning of β€˜having a sympathetic ear’. After all the words about car trouble, we asked well-known Dutch wordsmiths for a final and beautiful word of farewell. Every ad concluded with a word of advice to Dutch car drivers: Make sure that your phone is ready to call roadside assistance when you need to.