WHEN IT COMES TO VISIBILITY AND SYMBOLIC VALUE, GRACING THE A’DAM TOWER WITH A MAJESTIC SHOW WAS HIGH ON OUR BUCKET LIST. TAKING PLACE ON LIBERATION DAY, THIS MOMENT MARKED THE KICK-OFF OF THE ‘CELEBRATE LIFE’ CAMPAIGN – A JOINT EFFORT BY SOME OF Holland’S FINEST BRANDS: HEINEKEN, ID&T AND MOJO.
TOGETHER WE SET OUT TO LIGHT A TORCH IN TIMES OF UNCERTAINTY, FOR THE ENTIRE CITY OF AMSTERDAM TO BEHOLD.
On the 5th of May, we celebrate our right to freedom. And amidst the COVID-19 pandemic, this concept acquired another layer of meaning. That being said, it was all about the message. Inspiring unity, a sense of release and lust for life, the widely praised Dutch singer Maan and DJs Kris Kross Amsterdam, Lucas & Steve and Freddy Moreira vocalized a feeling shared by millions – from atop the crown of the A’DAM tower. The result deserves to be showcased.
In most cases we shape our art around constructions that have been designed and built from the ground up and rarely last for more than a few weeks. For this particular project, the framework was a true landmark in our creative homebase, the city of Amsterdam. Spotted from miles away and overseeing the surrounding streets and canals, a carefully crafted show was bound to reach the eyes and hearts of many.
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Truth be told, the creation and execution of this project was quite a challenge. From the very start it was a fact that we had a tight turnaround – with little more than four weeks to pull it off. Though the intention of Heineken, ID&T and MOJO for this iconic moment was perfectly clear, we still had to put theory into practice. Within this timeframe, we harnessed our experience as show creators and found a team of reliable partners to make this message unfold together. Once again, a solid network proved to make the difference.
SHOW CREDITS
Creative Director - Mark Rietveld (SPARK CREATIVE STUDIO)
PRODUCER - Bart Straver (360 Show Design)
Light Design - Pascal Parent (LIGHT-IT)
Pyro Design - Mark Rietveld & Lucas Gerritzen (Pyro4)
Technical Production - Koen Benschop (Backbone)
Music Production - Bart revier & Jelle Neijs (3AM AUdio)
Thank you!
