De Bijenkorf


Magical Christmas Campaign

Together with the multi-disciplinary Dogstudio we created the totally bewitching online Admire & Amaze campaign for De Bijenkorf. De Bijenkorf is the Netherlands’ biggest high-end department store - for style, beauty and fashion. Bringing their exclusive shopping experience to life for the festive season: a unique, digital 3D-experience.

Browsing De Bijenkorf’s webshop, visitors are surprised by a bee buzzing around. When clicking on the bee, they are redirected to the campaign’s website. The magical bee then guides visitors through an enchanting forest where they can add any of the campaign-exclusive products to their wish-list.

Together De Bijenkorf and Dogstudio we created an amazingly branded, fairytale-like online experience.



This project was done at Dept Agency, in close collaboration with de Bijenkorf, our friends from Dogstudio and illustrator Myriam Wares. I was partly responsible for concept and art direction.


Webby Winner People's Voice – Best Mobile Design
Lovie Awards Gold – Best Visual Design
Lovie Awards People's Voice – Best Visual Design
Lovie Awards – Website Craft (shortlist)
Lovie Awards – Mobile (shortlist)
DIA Awards – Campaign (nominee)
Emerce Website of the Year – Tech (nominee)
Dutch Creativity Awards – Digital Craft (nominee)
Awwwards – Site of the day
Awwwards – Developer Award
Awwwards – Site of the month (nominee)
Awwwards – Site of the year (nominee)
FWA – Site of the day
FWA – Site of the month (runner-up)
CSS Design Awards – Site of the day
CSS Design Awards – Site of the month
CSS Design Awards – Site of the year (Top 10)
CSS Design Awards – E-commerce of the year

CSS Winner – Site of the day
CSS Boutique – Site of the day
Orpetron – Site of the day
Landingi – Landingpage of the week


Product scenes


Weeks of production


The bee and the forest are beautifully made. It really is a lovely experience.



Myriam Wares created the 2D illustrations of the forest which are layered within a 3D world - completely rendered in WebGL - and enhanced with sounds of the forest.


To make the products blend in as realisitic as possible, we had to shoot the products in the exact same way to achieve the right angle and perspective. The sketches were not only the brief for the designers but also the brief for the photoshoot.


6 x

Winner of Site of the day

2 x

Higher customer satisfaction (measured)


With this website we wanted to tell a story. A story about the magical journey of the curious bee. For each product scene we wrote copy which had to do with the product itself but also with the scene where it's in.


During the festive season we love to go all out on a creative level. It’s no easy job, but together with Dept and Dogstudio we’ve created a truly magical and unique branded experience.

Elbert Chang

Senior Manager Digital Content
De Bijenkorf



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