Brief: Enlarge the brand awareness of this Dutch urban magazine in the four largest cities of The Netherlands.
Idea: “Diving into the city” is a Dutch expression that indicates that you are about to have a day or night out in the city. We took the expression literally and used a diving board as a medium to get NL’s message across.
Concept:
- During day time
To create a buzz, diving boards start to appear on strategic buildings in the city. There is no branding just the corporate colors of NL. - At night time
At night NL reveals her identity. The diving platforms transform into a visual spectacle. Projected on the wall you see cheerful people in their evening wear literally diving into the city. Payoff: “Dive into the city with NL20″
Creation: Kasper Dado, Thijs de Boer