Art installation "For You To Discover"
In 2019, a unique art installation will be placed in the heart of Batavia Stad Fashion Outlet. The new art installation is an instrument played by natural forces. The installation is shaped as a contemporary gateway made up of square-shaped frames, each vertical structure keeled slightly further to the right. The wooden frames consist of two outer layers with LED lights in between. The LED-light strips are protected on both sides by stylish glass strips. When walking through the gate, visitors experience nature’s playfulness firsthand.
How? One might ask. The LED-light strips are controlled by sensors responding to changes in natural stimulants such as temperature, wind forces, and light levels. A strong gust of wind translates to a wave of bright blue lights moving over the gateway; a warm summer sun becomes an oasis of red and orange light, and when the sun goes down, the gateway slowly turns from warm red to colder blue.
Every second of every day, a brand new story shines, translating the voice of nature’s forces. The odd contrast of geometric shapes and the playful light give the gateway its photogenic character. Additionally, shoppers become a part of the installation by using the gateway, resulting in a unique image. The text ‘FOR YOU TO DISCOVER #BATAVIASTAD’ is cut out of the two outer frames. Automatically, the text lights up and changes alongside the rest of the gateway. Passerby experience the elements simply by walking through the oasis of light.
Due to the changes in climate and colour, the installation continuously creates a different image and makes us more aware of our environment. Time-lapse photography of the ever-changing installation can result in exciting content. The gateway can also be adjusted and set manually during special events or holidays to fit a specific theme. For example, a bright pink gateway on Valentine’s Day.
OBJECTIVES:
Pushing the #Bataviastad Strengthening the for you to discover marketing campaign.
Creating a piece of art that matches the high-profile outlet mall and inspires user-generated content year-round
My Swiss Story
The Switzerland Tourism pop-up gallery combined social media and a unique GIF setting, marking the end of a summer campaign. The brand activation allowed visitors to create and share their own Swiss Stories with offline special effects.
Step 1: Launching the Campaign with an online buzz | During the months leading up to the pop-up event, we launched a social media campaign asking people to submit their favourite Switzerland vacation pics. 4 winners traveled back to their favourite place in Switzerland. During the trip, one of their most precious vacation photos, their Swiss Story, got re-taken to create a side-by-side.
Step 2: Creating a Story | These old and new pictures were showcased side by side in the offline Instagram Gallery. Visitors could press the bright red hearts to like a photo and get the chance to “share” the content by sending a postcard to their friends and family.
Step 3: Create your own Swiss Story | The second half of the setting allowed visitors to create their own Swiss Story. The unique setting included a photo booth with special effects such as a gust of wind, a spray of water, different sounds, or even bubbles. The entire set generated a 4 photo .gif-file. Visitors sat down and pushed a button to start the experience. Suddenly, they found themselves in one of the four promoted regions in Switzerland. During a series of four photos, different special effects and funny side characters on screen enriched the experience.
For the Finals: Optimize Online Exposure | By the end, participants could share their GIFs directly to social media. When using the #inlovewithswitzerland, participants could win a trip to Switzerland. The whole setting worked automatically and did not need active supervision.
OBJECTIVES:
Increase brand exposure online
Increase brand engagement on Facebook by 10%
Get Switserland Tourism top-of-mind among families in the Netherlands and Belgium
Award winner Play for Power
Commissioned by NS and as a response to the international sustainability week, the ID310 team and I developed the Play for Power concept. Travelers could use swings to charge their phones, playing for power. As part of the creative team, I thought of the concept.
NS is continuously working to reuse products, to be environmentally conscious, and to increase sustainability across the company as a whole. In addition, the word “movement” seemed to capture NS in one word. The prior fuelled the concept.
The next question was: How can we create a concept that would surprise travelers and motivate them to generate social media content. The swings are accessible and spark a youthful sense of joy, they are surprised because of the phone charging feature, and they are unique because they combine awareness of sustainability with real fun.
Travelers could take a break to charge their phones while swinging. The concept was made clear with the catchy slogan ‘Play for Power.’ The swing went viral on Twitter, LinkedIn, and Facebook. After the great success in Utrecht, discussions launched the swings internationally.
This event concept received multiple IDEA Awards and will be launched internationally.
OBJECTIVES:
Raise awareness for the sustainability week I Stimulate user generated contend to increase organic online exposure for NS by 15%
Enforce the marketing campaign "there is always something happening at Utrecht CS"
The Love Carrousel
Commissioned by NS, the Dutch national railway company, my ID310 teammates and I developed multiple brand activations. NS had a plan for Utrecht Central Station to tell a story: “There is always something exciting happening at Utrecht Central Station!”
For Valentine’s day, we developed the Lover’s Carousel. Love was literally blind. Travelers entered two wooden cubicles to be blindfolded and participate in 4-speed dates. The carousel consisted of an inner and an outer circle. Both circles held 4 seats for courageous travelers. The speed dates were led by a hot Date Master, and each lasted two minutes.
After two minutes, the participants were surprised as the circles started spinning to create new couples! After eight minutes, the speed date session ended. Participants were rewarded with the opportunity to continue their conversation using a unique Valentine’s coupon for multiple restaurants located at Utrecht Central Station.
OBJECTIVES:
Drive traffic to restaurants located at Utrecht CS
Stimulate user generated contend to increase organic online exposure for NS by 15%
Enforce the marketing campaign "there is always something happening at Utrecht CS"
Happy Mother's day
Mother and kid unite because Mother’s day is happening! NS offered pairs of mother and kid the chance to win a special mother’s day treat at one of Utrecht CS’s many retailers. Together with ID310, we transformed the heart of Utrecht CS into a lifesize board game. Laughter, flying dice, and loud cheering filled the hall of Utrecht CS, drawing in more passersby. Mother and child each took their position on one of the two ends of the rectangular-shaped game board, holding their giant dice.
The enthusiastic game host started the countdown, followed by three game rounds. Every round, the teams would attempt to throw a perfect match. Only when both dice land with the same icon facing up did the teams win a special mother’s day gift card offered by one of the Utrecht CS retailers. The unusual event inspired bystanders to take pictures and share them on their social media, mentioning NS and the campaign hashtag of Utrecht CS.
OBJECTIVES:
Drive traffic to the shops and restaurants at Utrecht CS
Stimulate user generated contend to increase organic online exposure for NS I Make mothers and kids feel special
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