Odido’s SIM-only brand ‘Simpel’ is one of the fastest growing providers in the Dutch market, propelled by the consistent campaign by agency Alfred International. A hallmark of the campaign are the finger puppet animations, often spoofs of classic movie genres or TV-shows. Sound design, voice direction and music for this campaign have been developed at MOST Audio Post, with Stephan Bakker responsible for the original sound design and mixes. While audio post for the more recent campaigns is produced in-house by the agency, Ivo has kept developing his original ‘Simpel Theme’ into avenues as diverse as super hero action theme, nineties game show tune, classic mobster film and ‘antiques roadshow’ faux-classical music. The campaign was recently awarded with an Esprix in the category long term.