Peggy
"We often hear the words; The world is changing and advertising is too. Entrepreneurs, businessmen, companies, big brands are already for years asking the same question; what’s next.
While everybody keeps worrying, theorizing and loosing time, there are people that ‘DO’!.
Amsterdam is on of those places where people don’t care too much about the future. They just trust and try to find new ways of reinventing and adapting themselves.
They are ahead of trends, find new ways, think global, they are the future.
The city of Amsterdam came to Pindakaas and the Miami Ad School Amsterdam to talk about their project. They wanted to attract creative business to the city and needed a tool.
The students came up with a campaign that ignored the conventions of usual citymarketing.
Based on their personal experiences, they developed a strategy and created a concept that reflects the spirit of the city. They created a text to open the door of the city to everyone.
A statement, an anthem and an invitation to join an attitude, instead of drowning the target group in facts and figures.
The whole project was guided by agencies, such as S-W-H, John Doe, my own agency Bureau Pindakaas and production company Fat Fred’s. Postproduction is done by all different companies in Amsterdam. Production time: 1 ½ week only.
Kako next to me is one of the creatives involved in this project, and one of the writers of the poem. He will tell you more."
Kako
"Cities always use numbers to sell themselves. Numbers, statistics and information, in brochures and booklets… . The more numbers and facts, the better they think they present themselves. In fact, that was all the stuff we received in the brief from the City of Amsterdam.
And this is what we did: (throw away gesture brochure).
To us a city like Amsterdam is not a pile of numbers or statistics. Amsterdam is an attitude, a philosophy, a mentality. When creative people hear the name of Amsterdam they react with a smile on their face.
So our strategy was focused on making a mission of this.
It was about personality and identity.
In a time when people talk only about company cultures and brand identities, we often forget that we are humans.
More than creativity, more than business and trade, it is to be a human. First of all we are a person, only after that we are creatives or businessmen.
So..
We tried to sum up a couple of stories attached to the city to communicate the mentality and the spirit of Amsterdam. And it was a text in the form of a poem that came up.
It became the anthem of what we wanted to say. An anthem because it is the ultimate opposite of facts and figures. And to enlarge even this nice contradiction we asked CEO’s, the facts-and-figures-people, to recite this poem. To talk in a language they have never talked in.
But nevertheless the language even CEO’s speak in Amsterdam."
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