Not everything is as it seems.

Dutch Ministry of Justice and Safety

This campaign is made on behalf of the Ministry of Justice and Safety, to inform people about new legislation regarding visiting sex workers. From now on, people will be criminalised if they purchase sexual services from sex workers of who they know, or suspect are subject to coercion, exploitation, or human trafficking. The Ministry of Justice and Security, in collaboration with Open Now Amsterdam, is launching the campaign ‘Not everything is as it seems.’. This campaign is aimed at informing about the new legislation and making visitors of sex workers more alert to injustices.

Case video




Display online



Client Simone van Straalen (Dutch Ministry of Justice and Safety)
Agency Open Now
Creative Director Lukas van de Ven
Strategy Sanne Cornelissen and Joris van Amerom
Producer Vareen Rook
Director Jaap Vliegenthart
Postproduction Captcha Amsterdam
Sound Public Audio, Frank Boeijen


Download - Visual #1 (949.7KB)
Download - Visual #2 (793KB)
Download - Visual #3 (903.5KB)
Download case video (243.4mb)
Download outdoor photos (22.2mb)