Good Ideas Grow Big

A story inspired by a city

Many projects, dreams and ambitions cross your mind in a lifetime, and there’s always a secret hope that one day they will come true. For one reason or another, this unfortunately doesn't always happen.  There are those who, no matter the obstacles, work relentlessly and with passion to fulfil their dream. 

"Ideas are like children; in order to grow healthy and reach their full potential, it is necessary to nurture them and provide them with the right environment" says Erik Wünsch, creative director and instructor at the Miami Ad School Amsterdam.

What's the big idea?

'BIG' is a new campaign for the City of Amsterdam to attract foreign investment. A non-traditional commercial was developed which tells the story from the viewpoint of an idea or dream. Unlike most city or country ads, it does not list out the unique selling points or facts and figures. BIG approaches business persons by appealing to their hopes and dreams.

Joint inspiration

Launched in the 2008 at Amsterdam’s PICNIC event, BIG was developed for Amsterdam Partners by students of the Miami Ad School Amsterdam, S-W-H (Dutch advertising agency of the year) and Bureau Pindakaas (advertising agency of I amsterdam). BIG was directed and produced by John Doe Amsterdam with Postproduction from Condor.

The strength of the project rested on the shoulders of various groups of people from different companies. The joint effort had one common goal: to create something fresh for their city. Even Mayor Cohen took part, not only by giving his full support but by appearing in the film as well!

It rings true then that whenever there is a good idea in Amsterdam everyone is willing to help it become BIG.

Watch the video here.