STADSARCHIEF AMSTERDAM
01
Art & Culture
The challenge: attract young creative students to a place not typically associated with young people. My angle was art and culture — specifically sculpture. Sculpture is interesting, beautiful, and tells a story. These qualities make it appealing to people both inside and outside Amsterdam.
02
Target Audience
Based on research, I defined a clear persona for this campaign — a creative MBO/HBO student living in or around Amsterdam, curious about culture and design.
03
Campaign Strategy
I chose an informative and inspiring campaign to draw students to the City Archives. The campaign makes it clear what the Archives contains — and why it matters to young creatives. Reaching them where they already are was the key.
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Bus shelter poster
Eye-catching static poster at bus stops around Amsterdam, targeting students during their commute.
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Metro & bus screens
Animated advertising on screens inside buses and metro — seen daily by thousands of students.
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Narrowcasting app
A Figma-prototyped app that pushes notifications when near a monument and delivers story content on arrival.
04
Campaign Materials
I chose an informative and inspiring campaign to draw students to the City Archives. The campaign makes it clear what the Archives contains — and why it matters to young creatives. Reaching them where they already are was the key.
05
Narrowcasting App
I prototyped a narrowcasting app in Figma. It works like the website, but with a location-aware layer: you receive a notification when you’re near a monument, and as soon as you arrive, you get the full story. Below you’ll find both the promotional video and an explainer video for the app.
06
Promotional Videos
Promotional video content created for the City Archive campaign.
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