We needed to attract CEOs to the city and grow the creative industry in Amsterdam. When outsiders think of Amsterdam, “business friendly”, doesn’t place high on their list. After living here we could see stereotypes were beginning to fade. More importantly, we realized we all had a percentage of Amsterdam in us, no matter where we come from: Spain, Peru, USA, Germany, Brazil, Venezuela, Portugal. We feel a connection that lives inside us.
We went to the streets, we read magazines, we learned about advertising and the inspiring creative spirit that make this city one of the best places to live and work. Amsterdam is recognizable not only in pictures, but also in attitudes, art, music, films, fashion, people. We started to recognize Amsterdam in famous actors, songs, events, trends, everything. How much percentage of Amsterdam is there? Is that Amsterdam? We got all the magazines from the agency bookshelves and tore out pages, marking each with a post it note to judge its potential.
The idea was there and the concept was evident. Are you Amsterdam? We wrote a big “YES I AM” on the wall of the agency. And we came up with a poem of the city that reflected the open mind, the global thinking, the spirit of freedom and the heritage of a very personal way of being. Now we just had to present the campaign to the government.
We invited the client to come to the agency. We showed them our research, we explained to them how we saw their city and we read the poem aloud. The response was an overwhelming success and among those in attendance.
Erik Wunch (S-W-H) and Hein Mevissen (John Doe), two of our teachers were also aware of the project. They liked it and they didn’t think it twice to help us with the execution. Their years of experience as top creatives teached us one of the best lessons we have received since we got into the school: how to manage the pressure of time and find solutions instead of creating problems. In two weeks, we found ourselves shooting in one of the most emblematic buildings of Amsterdam. The film was post-produced in a few days and given to the client.
This has been an amazing experience, not only about advertising but also about life and humanity: Eddy, Jomi, Erick, Natalia, Dominik, Daniel, Clara, Steven, Joseph, Mitchel, Anna, Luciana, Justin, Inge, the people of Pindakaas (Marjo, Joanna and Victor) and the teachers of MAS Amsterdam.
Thank you Amsterdam.