HEMA
HEMA x Béla Becht
Social Campaign
A character you’d find in a HEMA aisle
With this collaboration, we're proving that the most iconic store in the Netherlands can still break the internet. To connect HEMA with Gen Z in an authentic way, we teamed up with one of the internet’s most original minds and brought one of his fictional characters to life inside the world of HEMA. From self-checkouts to sausage rolls, every sketch became a love letter to the brand: chaotic, relatable, and unmistakably Béla.
WALK WITH US
Our Approach
The big idea: HEMA, but make it Béla. Béla’s alter ego already lives rent-free in Dutch culture, so dropping him into the country’s most iconic department store felt like a natural crossover. Together, we created a sketch series that didn’t just promote HEMA, it personified it.
He embodied the worst (and funniest) traits of a retail employee; lazy, sassy, slightly passive-aggressive, but in a way that made him loveable, not critical. That fine line made the content bingeable, shareable, and instantly iconic.When the “Sappige Tijden” post stirred controversy, Béla clapped back in character, turning criticism into comedy and transforming a potential PR hiccup into a wave of audience support. What could’ve been a backlash became proof of real cultural connection.
LET'S GO IN-DEPTH
Our Process
We kept production minimal and the storytelling maximal. Each short-form video sketch lived on TikTok and Instagram, shot in the same unfiltered, chaotic energy that Gen Z craves. From snack-aisle runways to existential office-supply breakdowns, every moment was scripted, directed, and performed by Béla himself: no filters, no fancy effects, just pure personality.
This creator-led approach let HEMA speak the language of its audience fluently, not forcefully. The series became instantly native to the feed: raw, bold, and perfectly offbeat.
HOW DID IT GO?
The Results
Apparently, Gen Z doesn’t just love HEMA, they are HEMA. The campaign hit 5.6M+ views, 242K likes, 2.6K comments, and 21.9K shares, making it one of the brand’s most engaging content pieces to date. But the true win wasn’t just in numbers. It was in the conversation. Béla’s fearless humor turned a simple creator collaboration into a cultural moment, showing that when you hand the mic to talent who truly gets both the internet and the brand, authenticity always wins.
