Strategy & creative work at Monkeys & Bananas
During his time at Monkeys & Bananas, JRRT worked on multiple clients, often working in tandem with the ageny’s lead strategist. Among them was developing strategy and content formtats for Praxis, one of the largest hardware stores in the Netherlands. For a Christmas-focused campaign, he worked together with inhouse creatives and developed the creative concept and format in a creative to spotlight the in-store Christmas tree assortment. He briefed the video team on the idea and structure, introducing a recurring character who playfully guided viewers through the different types of trees available, explaining distinctions in a fun, accessible way.
By basing the series on frequently asked community questions, the content was pre-planned to address common uncertainties while remaining light, seasonal and engaging.
JRRT was also involved in similar strategic work for KwikFit. Here, his focus lay on helping shape the social media strategy by aligning business objectives with clear social KPIs. He contributed to the development of repeatable content formats designed to directly support at least one core business goal or communication objective, ensuring that social content was not just engaging, but also meaningfully tied to wider company priorities.