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CS Digital Media and Femmes for Freedom celebrate the freedom to choose your partner on the Amsterdam metro
CS Digital Media and Femmes for Freedom launch a colourful campaign on the Amsterdam metro celebrating the freedom to choose your partner. Discover how creative and design put diversity and love centre stage.
Until 1 April 2018, a special campaign can be seen on the Amsterdam metro: 'CS Digital Media celebrates love'. Together with women's rights organisation Femmes for Freedom (FFF), CSDM developed a colourful tribute to the freedom to choose your partner. CSDM made the campaign possible by providing the design, production and free airtime – inspired by the Flower Power movement and created with love.
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'Love is always a beautiful thing'
Three weeks ago, Veenman heard on the radio that Femmes for Freedom's love campaign had been called off by the City of Amsterdam for a variety of reasons. 'We immediately emailed FFF to offer our help.'
'Charities and organisations often approach media owners, including us. We thought it would be interesting and worthwhile to take on a subject that has been controversial in the past. Last year, an FFF campaign in Rotterdam caused quite a stir. We were keen to help FFF, but it had to be a campaign with broad support. Fortunately, that was exactly the route Femmes for Freedom wanted to take as well. There was no concept for the campaign yet, so we were able to help them with our expertise there too,' says Veenman. 'After consulting with FFF, our Art Director Sebastiaan Hendriks got straight to work on the design.'
Inspired by the Flower Power movement
Art Director Hendriks immediately thought of the Flower Power movement of the late 1960s. 'Diversity, love for one another and freedom were central back then. The content and design of this campaign were partly inspired by that. Sometimes it's mortifying that, in 2018, these issues still cause public outrage.'
'We produced the campaign in just a week and a half. The photos were taken by Ahmet Polat, Photographer Laureate of the Netherlands in 2015. A great collaboration with a beautiful end result! Truly fantastic,' says the Art Director. Besides being happy with the campaign, Hendriks is also proud of his motion graphic designers, Kenneth Kong and George van der Wijck. For Kenneth and George, it was a great experience too: 'The style is cheerful and colourful, exactly what we love. We're very pleased with this production.'
Gross media reach of 2.7 million
'As a company, we identify with this campaign and with FFF's principles. At CS Digital Media, we work with people of different nationalities, backgrounds and sexual orientations. We realise that, as a media company, we can also make a statement with this campaign. FFF is receiving many messages of support and congratulations for this campaign. Love is one of the most beautiful things there is, which is why we're happy to support celebrating it,' says Mark Veenman.
Veenman: 'The "Celebrate Love" campaign can be seen on all our digital screens in the Amsterdam metro until 1 April. That delivers a gross media reach of 2.7 million. The love posters are also available to print, so people can hang them in their windows. The FFF campaign has already received wide media coverage, but with this airtime we really hope to reach all of Amsterdam.'
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