city branding - 'I Amsterdam' logo, Nieuwmarkt

Based on the successful ‘I love NY’ city branding campaign; Amsterdam launched its own called ‘I amsterdam’. A large 3D mobile text makes for a constant title on different characteristic locations. These locations are activated and given a new meaning by this interaction. And the changing locations give the campaign fresh blood, ensuring that it doesn’t get boring. The large texts are also play elements. They can be climbed, sat upon or stood against. Whatever it takes to get an ‘original’ picture as a souvenir. The text ‘I amsterdam’ proves you were there, without having to buy the t-shirt. What if this principle were to be used for other kinds of traveling structures?


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