AMSTERDAM LAUNCHES CITY-INSPIRED STORY
2 4 T H S E P T E M B E R 2 0 0 8 , A M S T E R D A MThe Amsterdam region launches the latest chapter in the I amsterdam movement, taking city marketing to the next level. The premiere of ‘BIG’, an inspiring commercial which promotes the nurturing properties of Amsterdam, took place at the Amsterdam-based PICNIC ’08 event.
This commercial intends to draw international attention to the unique combination of creativity, innovation and spirit of commerce that Amsterdam cherishes. It is this unity that makes Amsterdam a city where ideas flourish and opportunities can come to full fruition.
It will be the first time an international storytelling commercial is used to profile a metropolitan area such as Amsterdam. Most promotional films consist of a pictorial range of a city’s unique selling points. In this case, however, the makers choose to sell the ‘emotion’.
The commercial was created for Amsterdam Partners by the Miami Ad School in collaboration with S-W-H (Dutch advertising agency of the year) and Bureau Pindakaas (advertising agency of I amsterdam). It was directed and produced by John Doe Amsterdam with post-production from Condor.
The scenes were shot in the historical, cultural and business hotspots. As result, the commercial showcases the creative, commercial and residential areas blending together to contribute to economic, personal and business growth.