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Leave Your Footprint
One idea, multiple cities
Further development of the concept
To ensure the content truly aligned with the concept, we refined the idea and made it more concrete. The footprint wasn’t just an abstract concept; it became a visible element throughout the entire campaign.
At the same time, a second layer emerged. Nationale Nederlanden was about to step down as title sponsor, leaving something behind after more than eight years. This gave the campaign a broader meaning: what you leave behind applies not only to the city, but also to the moment.
From idea to image
In the next step, we looked for a way not only to convey the idea but also to make it visible. The footprint literally became part of the city. Using AI, we visualized it on the road surface.
These weren’t standard footprints, but footprints surrounded by distinctive elements of each city. This allowed each city to interpret the concept in its own way, while maintaining the underlying idea.
A concept that takes shape
By making the abstract idea concrete, the campaign becomes immediately more understandable. It’s not just a message; it becomes something you can see and experience within the context of the city. The combination of a powerful idea and its visual interpretation ensures that the concept sticks with you right away.
From concept to translation
We were involved in virtually every stage of the project, from concept development to visual implementation and deployment within the campaign. AI played a key role in this process, enabling us to apply the concept quickly and at scale across different cities without relying on physical production. This resulted in the same high quality, but with shorter turnaround times.
