The story
International audio supplier Bose was looking for ways to bring their ‘QuietComfort 35’ wireless headset to the attention of a young target group. In a unique collaboration with Amsterdam Light Festival, Bose organized an audio and light experience for a group of ‘up and coming’ young (instagram) bloggers.

During a boat trip along the works of Water Colors , the bloggers were presented with a unique audiovisual experience by means of the Bose headphone.

Amsterdam Light Festival Every winter a new edition of Amsterdam Light Festival is organized, with artworks that are created especially for the festival. Next to that, in collaboration with artists, partners and various stakeholders, the festival organizes special projects. Take for instance the education project (in which they aim for 3000 primary school students to take part), which has been part of every edition for seven years now. Next to that, they organize special evenings and experiences for residents, senior citizens and other vulnerable groups.

Water Colors  Boat Route

For the fourth time, the Oosterdok, the Nieuwe Herengracht, the Amstel, the Herengracht and the Brouwersgracht were enchanted by monumental light artworks from the Netherlands and abroad.

The variation was great: from technical feats to drastic interventions in the cityscape. Visitors experienced the works from the water, in tour boats, sloops, dragon boats, saloon boats, rowing boats and anything that floats. But also from the shore people knew how to find the works better and better.

The artists who made a work for Water Colors were asked by artistic director Rogier van der Heide to think big and exuberant. But also to give the work of art a subject that says something about the city, and preferably also to give meaning to the place where it stands. An important challenge was to offer visitors and Amsterdam residents a new and unexpected view of the city and the location for which the artwork was conceived. This translated into, among other things, a look at the future, a look at the past or a monumental and artistic intervention on location.

Client
BOSE Corporation

Event
Bose QC35 Blogger Boat @ Amsterdam Light Festival

Location
Water Colors boatroute, Herengracht, Amsterdam

Date
13 Januari 2017

Goals
1. Het aanboren en opbouwen van een lange termijn relatie met lifestyle bloggers.
2. Productplacement en focus op BOSE QC35 en wireless speakers (SoundLink Mini II)
3. Het opbouwen van merkvoorkeur onder deze doelgroep
4. Creëren van de BOSE Light/ Music Experience

Expertise