Is Hardcore still alive?
Directed by Jim Taihuttu, Hardcore Never Dies explores the enduring legacy of the 90s Dutch gabber scene. Set against a backdrop of brotherhood and drug gang warfare, the film taps into the nostalgia of hardcore music while resonating with today’s audience.
Our Approach
We reconnected with the online gabber community, using viral content, memes, behind-the-scenes footage, and collaborations with talent, creators, and real-life gabbers. To further engage audiences, we launched the #hakkenchallenge at the film’s premiere, encouraging users to perform the iconic gabber dance.
Our Process
On December 8, we hosted a 2-hour live stream on TikTok and Twitch, attracting 44.8K unique viewers. Through a bracket tournament, viewers voted on their favorite hak videos, ultimately crowning @charlylanuit as the winner. The gabber community continued to post videos, extending the campaign’s reach long after the premiere.
The Results
Over 1 million trailer views and 20K engagements on Prime Video NL, making it the platform’s most-watched trailer. The integrated PR and social campaign brought 60,000 cinema-goers in the first 10 days. The film won the Golden Film Award after selling 100,000 tickets and became the most-watched movie on Prime Video NL.
.png)
.png)
.jpg)
