Needless to say that the cultural industry suffered due to COVID-19. When they finally got some perspective, they wanted to re-open in a positive mindset and convince people to buy tickets. Traditionally cultural life has a break during summer. But in 2021, the re-opening lead to a load of spontaneous initiatives. The industry needed to get the word out and a platform that would guide the public to what the industry has to offer.
We created an integrated campaign and found media partnerships to increase the reach: newspaper De Morgen integrated our claim all summer long for all editorial pieces linked to culture and Radio 1 dedicated an entire day to the campaign.