Week van het Geld
Financial Education
Campaign 2025

For the 2025 edition of Week van het Geld, the Dutch Ministry of Finance set out to expand its ongoing national effort to promote financial literacy among children. This year's focus was on refreshing the campaign's visual identity, by aging the existing characters from previous editions and introducing new ones to better reflect a wider age group.

In collaboration with TODAY.NL, we developed updated character designs and supporting visuals that preserved the familiar look and tone of the campaign, while making it relevant for a new generation. The campaign was deployed across outdoor media, educational materials, digital content, and interactive tools, using clear, accessible messaging to explain basic financial concepts such as budgeting and saving.