De Normaalste Zaak van Eindhoven

Goods are the leading cause of environmental impact for the average Dutch citizen, surpassing driving, housing, eating meat, and flying. As a society, we consume endlessly. The silver lining? Buying secondhand and repairing items is slowly gaining traction. However, a significant portion of Eindhoven residents still rarely, if ever, shop secondhand. We can change that, especially in a city with so many options. Enter De Normaalste Zaak van Eindhoven, a campaign designed to make choosing secondhand and refurbished goods fun, accessible, and a natural choice.

The message of De Normaalste Zaak van Eindhoven

De Normaalste Zaak van Eindhoven is wordplay on the Dutch expression ‘de normaalste zaak van de wereld’, or ‘the most natural thing in the world’. Because if you want something to happen, act as if it already is. We believe that choosing secondhand or refurbished is the most natural thing in the world—especially in a city like Eindhoven, where sustainability is a priority. That belief inspired the campaign’s name (thanks to Megawatt). Our mission? To inspire people to see secondhand and refurbished goods as great options—whether for their uniqueness, the stories they carry, the money saved, or the positive impact on the planet.

Collaboration with thrift stores and Repair Cafés

De Normaalste Zaak van Eindhoven isn’t just a push for a sustainable future; it’s also a tribute to Eindhoven’s many thrift stores, secondhand shops, and Repair Cafés. Eindhoven is rightfully considered a secondhand treasure trove, boasting eight Repair Cafés where residents can fix their broken items affordably. We didn’t want to create a campaign for them but with them. Together with the Municipality of Eindhoven, we invited all the local thrift stores and Repair Cafés to City Hall for a discussion about their organizations and challenges. Together, we crafted a campaign that tells a positive, engaging story—one without judgment—that highlights their best features, while keeping it authentic.

Addressing the challenges

Many thrift stores and Repair Cafés are tucked away in Eindhoven’s outskirts—hidden in industrial zones or community centers. Their challenge was clear during our initial meeting: help us become more visible. The campaign targeted a specific audience: 30- to 45-year-old convenience shoppers. This group doesn’t shop secondhand for financial reasons, preferring the convenience of sites like Amazon, bol.com, and Zalando, with their next-day delivery. While these shoppers occasionally buy secondhand items on platforms like Marktplaats or Vinted, they seldom step into physical secondhand stores. However, they enjoy leisurely shopping trips and care about sustainability—they just need a bit of nudging to make more eco-friendly choices.

Showcasing the best of thrift shops and Repair Cafés

The image of thrift stores among people who've never been to one isn’t great—and understandably so. Many stores are housed in unremarkable buildings and have chaotic interiors. But therein lies their charm: they’re the perfect spots for treasure hunts. To capture this appeal, we sent photographer Max Kneefel to document Eindhoven’s thrift stores and Repair Cafés. The result? Authentic, professional photos that highlight the warmth and character of these spaces.

Campaign visual identity

We partnered with fffunction.studio to develop a visual identity that reflects the cozy, quirky feel of thrift stores and Repair Cafés while maintaining a fresh, Eindhoven-inspired look. Using modern dark brown and beige as base colors, accented with vibrant shades of blue, pink, and orange, the style communicates the value of secondhand goods. The central concept, “frame-worthy,” elevates the treasures of thrift stores, framing them both literally and metaphorically.

Pop-up in Stadsstudio in De Heuvel

We quickly landed on the idea of opening a pop-up shop in the city center to showcase the incredible offerings of thrift stores and Repair Cafés. This created a low-barrier way for our target audience—the convenience shoppers—to explore secondhand and refurbished items. The goal was to spark their enthusiasm and inspire them to visit thrift stores and Repair Cafés more often in the future. During Climate Week, the pop-up shop, De Normaalste Zaak van Eindhoven, opened its doors for four days in the Stadsstudio, a space reserved for community initiatives to use free of charge. Together with the thrift stores, we designed and furnished the shop, transforming it into a fully branded “De Normaalste Zaak van Eindhoven” experience with stickers, posters, and other campaign visuals.

Full house every day

Visitors discovered a treasure trove of secondhand items at the pop-up shop, including clothing, home accessories, jewelry, tableware, records, books, and much more. These items were generously donated by thrift stores, and all proceeds went directly to Stichting Speelcadeau, a toy bank supporting children in the region. Each item featured a "donated by" tag, allowing visitors to see which thrift store it came from. Enthusiastic volunteers were on hand to share stories about their stores, and many visitors engaged in conversations to learn more about thrift stores and Repair Cafés.

Repair Cafés & upcycling

The Repair Cafés used the pop-up shop as a platform to demonstrate how household appliances can be repaired. In total, they rescued around six crates of broken items from thrift stores that would have otherwise ended up at the waste disposal site—a meaningful collaboration that is likely to continue. Many Repair Cafés often struggle with space, and several thrift stores have now offered to host repair stations on their premises. This unexpected but valuable outcome highlights the synergy created by bringing thrift stores and Repair Cafés together.

The pop-up also featured a variety of upcycling demonstrations where experts showcased creative ways to give items a second life. At a mini-workshop by Emmaus, participants crafted Christmas decorations out of "junk." Meanwhile, New Order of Fashion transformed visitors' clothing, bags, and hats with vibe patches, making them feel as good as new. Guests even had the option to personalize their fresh purchases with a touch of local pride.

A lasting impact with an interactive map

Since the pop-up shop was only open for four days, we created a campaign website and an interactive map to encourage visitors and Eindhoven residents to continue exploring thrift stores and Repair Cafés. This map offers a route highlighting all the city’s thrift shops, secondhand stores, and Repair Cafés. It’s a convenient tool for those looking to find a secondhand store or Repair Café near them or for thrift enthusiasts aiming to visit as many shops as possible in one day. In just one month, the route was accessed by 7,500 unique users. We continue to promote the map through advertisements and on thisiseindhoven.com.

Welcome to De Normaalste Zaak van Eindhoven

To ensure the in-store experience at thrift stores and Repair Cafés aligned with the campaign, we developed a comprehensive campaign kit for them. This included window stickers, banners, posters, and counter displays to transform their spaces into De Normaalste Zaak van Eindhoven. Since the campaign coincided with the holiday season, we also provided the stores with kraft wrapping paper, gift stickers, and tags branded with the campaign. Additionally, we equipped them with a social media toolkit containing images, photos, and example posts, further expanding the campaign’s reach.

Visibility across the city

From November 9th to December 5th, campaign visuals were prominently displayed on outdoor screens throughout the city, ensuring they were impossible to miss. The slogans emphasized the core appeal of secondhand and refurbished goods: “The best gift tells a story,” “Secondhand plays just as well,” “Give your old items a new adventure,” and “We fix things that are broken.” The campaign made a strong impression—many pop-up visitors mentioned seeing the visuals all over Eindhoven, which helped drive interest and engagement.

Hoe nu verder?

The campaign’s success shows that secondhand and refurbished goods truly are 'De Normaalste Zaak van Eindhoven'. We’re thrilled with the results and look forward to expanding the initiative to include more sustainable efforts next year. Got suggestions? Let us know!

Ackowledgements

We extend our gratitude to the Municipality of Eindhoven for their enthusiasm and support, from connecting us with thrift stores and Repair Cafés to assisting with the pop-up.

A special thanks to:

• Megawatt for developing the campaign concept,
• fffunction.studio for creating the visual identity,
• Max Kneefel for the incredible photography, and
• De Reuringdienst for building the fantastic promotional cart.

But most of all, thanks to the thrift stores and Repair Cafés for their dedication, energy, and hard work. You are the heart of this campaign.