Natuurlijk
A little sunshine is reason enough.
Year: 2026Client: The Nice CompanyIndustry: Food & BeveragesProactive/speculative project. Not commissioned by or affiliated with Nice.THE ASK
In the Netherlands, a little sunshine can change an ordinary day.
Suddenly, people are sitting outside their homes, squeezing onto tiny balconies or finding a spot along the canals. Sometimes it’s barely warm enough to take off their jackets.
And while the Dutch like to plan ahead, sunshine doesn’t always arrive on schedule.
How can Nice become part of these spontaneous moments, without waiting for summer?
THE TURN
A little sun can make an ordinary moment feel like time off.
No holiday. No special plans. Not even particularly warm weather.
Just a moment that suddenly feels worth enjoying.
THE ANSWER
Ice cream doesn’t always need summer to feel right.
And Nice doesn’t need to convince people to go outside. They’re already doing it.
The opportunity is to make Nice the natural pleasure of an unplanned sunny moment.
Sometimes, a little sunshine is reason enough for a Nice.
THE APPROACH
Instead of photographing people enjoying ice cream in beautiful sunshine, I looked at the slightly peculiar things people do to catch a little sun.
A woman squeezing onto a tiny balcony. Two friends sitting on a canal wall. A man enjoying the afternoon outside his front door.
From an outsider’s perspective, some of these choices might seem strange.
But here, they’re perfectly normal.
Natuurlijk.
And with Nice’s organic ingredients, that familiar Dutch word has another meaning.
So the campaign captures these moments as though someone happened to notice them.
The behaviour comes first. Nice is simply part of it.
The idea: NATUURLIJK.
NATUURLIJK.
Proactive concept by Dimitris Chatzidakis, 2026. Uncommissioned and not affiliated with or endorsed by Nice.
Original strategy, copy and creative executions © 2026 Dimitris Chatzidakis.
No reproduction, adaptation or commercial use without permission.