Thonik designed a new identity and three campaigns for the Dutch Socialist Party. The new logo combines typography and symbol: SP in fat type and an abstract image of a tomato. For interaction on the street, Thonik employed artist Joep van Lieshout to make a mobile tomato soup outlet. On the internet the message was personalised through three viral movies, and the online shop is a parody of regular merchandising. The image of the political leader, Jan Marijnissen, is presented in three different ways: on stage at the congress the design emphasises his role as a statesman; on posters he is offering soup as if he is your next door neighbour; in viral movies he is a lovable comedian.
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