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APF / District West

POP-UPCONTENT

We grew a tree of hope

We created an awesome 30-meter high landmark as a symbol of hope. For and with the champions league creators of the Dutch festival industry. To supercharge a now grey industrial area during lockdown for our partner VVEM.

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Brief

How to reimagine, open up and supercharge a now grey industrial area during lockdown, and make it blossom into future proof fertile grounds. Growing the new standard, embracing the future.

concept

Making a virtue of necessity, we conceived a cultural creative cause as COVID proof solution. A monumental landmark, a beacon of hope, created for and with the champions league creators of the Dutch festival industry. The 30-meter-high TREE OF HOPE: two huge hands joined together as a trunk, opening up and releasing a flock of birds-of-paradise that fly up freely to form its crown. Supported by a national campaign to put the makers community, the unsung heroes of the industry we love and miss in the spotlights. And opened by none other than Typhoon with a spoken word delivering goosebumps and honouring the invisible force that works behind the stage.

result

Resulting in nationwide media coverage and an ongoing social ripple effect, of artists and festivals alike putting the spotlight on their crew.

SERVICES

Strategy-Design-Content-Execution

LOCATION

Amsterdam

Photography

Bart Heemskerk & Ben Houdijk

Video

WINK

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