Government of the Netherlands

Don't let Brexit get in your way

How do you warn people about Brexit, when nobody knows what it will look like?

Meet Brexit

Research shows that 75% of entrepreneurs aren’t prepared for the departure of the United Kingdom from the European Union. Many of them underestimate the consequences and assume that Brexit won’t have any impact on them. That’s why we created Brexit. He’s big, he’s clumsy and he gets in the way of day-to-day business. Check to see if Brexit will get in the way of your business by doing the Brexit Impact Scan.

One tweet to rule them all

The campaign was launched with one single tweet from Stef Blok, the Dutch Minister of Foreign Affairs. In the blink of an eye, our big, clumsy friend gave the word ‘viral’ a whole new dimension. He was everywhere! Every big national and international news outlet talked about our character, and how he was created to warn entrepreneurs of the impact Brexit could have on their business. Even a meme was born.

Persuasive creativity

There is a strong optimism bias among entrepreneurs. They underestimate the consequences of Brexit and assume it won’t affect them. Our Brexit character counteracts this bias by making the problems tangible and relative to their day-to-day business.



On top of this, we need to break through the social norm between entrepreneurs regarding how they look at each other and wait for others to take action. To reverse this, we use industry-specific testimonials that show how companies are preparing themselves for Brexit.



Big, furry and highly effective

The goal of the campaign is to make entrepreneurs aware of the impact Brexit can have on their business and get them to take the online Brexit Impact Scan at During the first day of the campaign there was a 1000% increase in entrepreneurs that took the Brexit Impact Scan.

And what about you? Are you sure Brexit won’t get in your way?

    the Results

    • 1 tweet

      € 0 mediabudget

    • 2.7 Billion

      earned impressions

    • € 144,000,000

      PR value

    • 1000%

      increase of entrepreneurs using the Brexit impact scan on the day of the tweet

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