Etcetera/DDB Launches ‘The People Network’ for TNT

By Erik Oster 

Amsterdam-based international agency Etcetera/DDB has a new integrated campaign for TNT, introducing the new tagline, “The People Network.”

For a 50-second broadcast spot, Etcetera/DDB created a delivery truck made out of people. As traffic builds up heading into a tunnel, the people break away and run with packages through the tunnel, reassembling once the traffic dies down, as a boy looks on amazed. The campaign took 100 days for Etcetera/DDB to create, from ideation to execution, working closely with TNT. It rolls out in eight key markets this week, with the broadcast effort supported by digital, OOH, direct, promotion, print and radio components, eventually rolling out in 30 different European countries.


Dick van der Lecq, MD of Etcetera said, “Previously customers bought products or brands. Nowadays customers consciously buy a company. The DNA and the people behind the brand. Talking to dozens of TNT employees showed us the only way to express their attitude towards clients: the human transport company. A ‘human truck’ captures that belief in the TV-commercial in one sight.”

Stick around after a jump for a look at the making of the human truck in the spot.


Client: TNT

Campaign: The People Network

Client contact: Tex Gunning, Maria Grodecki

Agency: Etcetera/DDB

Creative Directors: Peter van Leeuwen, Markus Ravenhorst

Copywriter: Markus Ravenhorst

Art Director: Peter van Leeuwen, Robin Pas, Fabian Schulting

Account team: Dick van der Lecq (MD), Pim Beekman

Producer: Robert Roosenstein

Project Manager: Maaike Langereis

Strategy team: Tex Gunning (TNT), Dick van der Lecq, Frank Huiberts

Designer: Tatiana Consoli

Interactive Designer: Alex Constantinou

Developers: Kees van Dorp, Jeffrey Sol


Production Company: PostPanic

Director: Mischa Rozema

Executive Producer: Jules Tervoort

Producer: Annejes van Liempt

Editor: Benjamin


Post-Production company: PostPanic

Director of Photography: Jon Gaute Espevold

Executive Producer: Pivot Audio / Guy Amital

Music: Soundadventure

Sound Designer: Lawrence Horne