De Normaalste Zaak van Eindhoven nominated for a Bonk Award

Our community campaign De Normaalste Zaak van Eindhoven has been nominated for a Bonk—the Brabant region’s communication award—in the Public Communication category. That means we’re guaranteed to take home a trophy! The award ceremony will take place on May 15, 2025.

De Normaalste Zaak van Eindhoven is a Dutch wordplay on the phrase “the most natural thing in the world,” emphasizing how normal and easy it can be to choose secondhand and give items a second chance.

For those who aren’t yet familiar with De Normaalste Zaak van Eindhoven: with this campaign, we’re making the choice for secondhand or second-chance items more fun, accessible, and natural. Last year, we joined forces with the Municipality of Eindhoven, local thrift stores, and Repair Cafés. Together, we hosted a pop-up shop in the heart of the city during Climate Week in November. Visitors—many of whom had never been to a thrift store or Repair Café before—discovered that secondhand and second-chance items are great options. You can find something unique, give items with a story a second life, save money, and make a sustainable choice all at once.

The campaign ran during the gift-giving season around Sinterklaas and Christmas. With a shop full of beautiful secondhand treasures, upcycling workshops, and repair demos, we provided a fun, non-preachy alternative during the year’s biggest consumer season. With outdoor ads and a social media campaign, we raised awareness and directed people to a convenient online map, helping them explore Eindhoven’s secondhand and second-chance offerings.

We’re working hard on the next phase of De Normaalste Zaak van Eindhoven, which makes it even more exciting to receive an award on May 15!

Check out the full case study here