We linked the pillars of culture to different species of birds and translated that connection into the campaign’s visuals and messaging. This strengthened the analogy between birds and culture: themes of flight, freedom, character, nesting, wind, and togetherness mirrored the creative energy and diversity of Nijmegen’s cultural scene.
Dance, Art, Film, Theatre, Sport, Music, Events, Architecture, Literature, Photography, Fun, Education, Innovation.
Each of these pillars was represented by a hand-drawn bird with its own color and unique design. Every bird was paired with a piece of Nijmegen-focused copy, an active verb that represents participation and creative expression.
For example:
In Nijmegen I DANCE
In Nijmegen I PLAY
In Nijmegen I WRITE
In Nijmegen I LAUGH
and so on.
To bring the campaign to life across the city, Nijmegen was filled with these Free Birds, appearing on posters, banners, billboards, and flags.
To manage all interest, sign-ups, and questions, a dedicated website and Instagram page were launched and actively maintained.
