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Music & Brands with RA*W talent Lucas van Gog

In each episode, we feature a different talent (from the RA*W community), focusing on their musical influences and connection to brands. How do young talents in the creative industry perceive music and sound in advertising and branding? Which brands do they admire? And, of course, we want to know who their favorite artist is.

In this episode: Lucas van Gog, social strategist at Dentsu Creative Amsterdam.

Who are you, and what do you do?

I’m Lucas, 29 years old, and I passionately work as a social strategist at Dentsu Creative Amsterdam. I primarily operate within the social and entertainment department, where I have the opportunity to develop strategies for various clients and strengthen their brand presence on social media.

Outside of work, I’m definitely a music enthusiast. In the past, this translated into DJing at clubs, pubs, and student parties, but now it’s limited to more intimate settings like house parties and Dentsu’s company events.
Lastly, my hobby that got a bit out of hand: I’m a board member at We Are RA*W. The goal? To help as much talent as possible enter and thrive in the creative industry.

Which brand do you admire and why?

When it comes to content creation, I really admire Red Bull. Whether it’s the content from their F1 team or the adrenaline-pumping images of freestyle skiing, Red Bull often hits the nail on the head.

I believe Red Bull is very effective at engaging with its target audience and communities. You can tell they genuinely prioritize their communities and kickstart the creative process from there. It’s content that people actively seek out and genuinely want to watch.

When you think of your favorite brand – if it had a theme song, what would it be?

“Can’t Stop” by the Red Hot Chili Peppers really captures the vibe of Red Bull. That track just oozes with energy! Plus, when I think of the brand with all those extreme sports, adventures, and athletes, this song perfectly embodies the required mentality.

Which brand (national or international) distinguishes itself by embracing the use of music? Do you have an example of a campaign that demonstrates this?

The first campaign that comes to mind is the one by the gum brand Extra, which launched a “back to normal” film right after the lockdown. Energy BBDO developed this extra-long film that perfectly complemented “It’s All Coming Back to Me Now” by Celine Dion.

The film resonates with many of the frustrations during the lockdown, including endless video calls, not being able to go to the hairdresser, or just the overall monotony of being stuck indoors day in and day out. The part with the particularly disheveled man clutching his pack of toilet paper and staring wearily from his front door feels like a quite poignant visual metaphor for the entire lockdown experience.

What is your favorite artist/band? Can you explain why?

My music taste is diverse and ranges from Andre Hazes and Queen to Elton John, all the way to sets by Job Jobse. But if I had to make a choice based on my current preferences on Spotify, Goldband is currently at the top. Goldband also has a great backstory: three former plasterers from The Hague who are now rocking the stages of various festivals and venues. In my opinion, their songs contain a perfect mix of the best elements from the ’80s and ’90s, they’re catchy and cleverly put together. And as for their live performances, I can be brief: the energy and atmosphere they create are undeniable. At a Goldband concert, staying still is simply not an option!

If you compared that artist or band to a brand, what brand would that be?

Cheeky, but I’m going for it anyway. If I had to compare Goldband to a brand, it would naturally be Goldband (the plaster). They have more in common with the plaster than you’d think:

Solid Foundation: Just like Goldband plaster makes your wall super smooth, the band Goldband delivers tight tunes you can count on. Always rock-solid.

Transformative: Just as Goldband on the wall hides imperfections, Goldband’s songs change your mood. From laughter to tears, it’s all in there. It’s all about the right touch.

Hard to Replace: Once you go for Goldband, whether it’s for your wall or your playlist, it’s hard to replace. It just sticks around.

Which song takes you back to a certain moment in your life? What moment is that, and why is that song so connected?

Although I can’t pick a specific song right away, the music of Andre Hazes always brings back warm memories of ski vacations with my parents. It was a kind of ritual: my father was only allowed to play the CD once the rest of the family had fallen asleep in the car. So, together in the front seat of the car, we would listen to Hazes while the world passed by, and those moments are dear to me. As a kind of ‘guilty pleasure,’ we now go to “Heel Holland zingt Hazes” (All of Holland Sings Hazes) annually, a tradition I cherish and love sharing with my dad.


Maurice Paans

Client Director

Contact Maurice