SNS Pension Fund 2026
How do you deliver complex news about a pension increase in an understandable and human way? For SNS Pension Fund, we traded the formal setting for the kitchen table. In a personal video message, Catelijne and Wouter take participants through the changes per January 1, 2026, with a focus on peace of mind, trust and accessibility.
From concept to impact: Personalized message from the kitchen table
Team Two-headed
Floor, Takis, Wayne
Team SNS Pension Fund
Meggie, Joyce, Catelijne, Wouter
Our approach
Strategy & Scripting
Fully writing out the dialogue to ensure content.
Setting & Styling
Create an accessible, home-like environment for admissions.
Production
Recordings where technology supports the speakers in their story.
B-roll recordings
Rotate additional mood images to visually enrich the story.
Assembly & Postprocessing
Combining the conversation and atmospheric images into one flowing whole.
The question: A personal message with substantive precision. The pension increase is important news that requires a careful but approachable explanation. The challenge was to find a balance between an informal, homey atmosphere and a content-proof story that met all the fund's requirements.
Our approach: Direction at the kitchen table.
To ensure accessibility, we opted for a ‘kitchen table meeting. No rigid studio, but a domestic setting. To guarantee content accuracy, we scripted the entire conversation in advance and used an autocue during the recording. This allowed Catelijne and Wouter to fully focus on their presentation and the interaction between them, while the viewer is taken into a natural conversation.
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