The ‘I amsterdam’ campaign has been up and running since 2004 and is well established and intergrated part of the cities marketing strategies, so much so it has almost become the face of the vastly cultured city. Smart is the use of the huge ‘I amsterdam’ letters which travel around the city and which are popular among tourists as a picture point (and are actually being copied by other cities…)
The website visually resounds the strong campaign and is highly navigatable, an integral part of communicating to a multi-national demographic looking to visit the area.
We are going to propose a campaign alot like this in the sense that we want a visual dominance and consistency running through, from printed media to 3D installments, the app, website and even the paper itself. Our thinking about the 3D i's being dotted around university cities sprung this particular camapign to mind and almost captures the exact visual intentions of our current practice.
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