In January, we helped create the PR launch event at Rotterdam Central Station. Fixers produced a giant physical switch, of approx. 2.6m x 2.5m, especially for the event. The switch was wirelessly connected to a large digital screen that ‘switched’ the animation to the new name. Once the event speaker had finished the launch introduction, they pressed the giant switch for the first time. The new name, Techniek Nederland, was revealed in the station hall on a huge 25 m2 digital screen.
Passers-by at Rotterdam Central Station were subsequently invited to engage with the giant switch. “Do you dare to switch the button?” would appear on the screen. And if they dared to step on the switch, the new name animation would start all over again.
22 news clippings