Heartbeat Canal Pride

Briefing:

X-Treme has had the privilege to work for several creative and logistical companies which decorate these free of mind diversity carriers while the hole world is watching. Universitair Medisch Centrum Amsterdam was lucky to get selected by the Canal Parade Committee but they did not find the right image from the beginning. So the first task was to brainstorm with the customer about the inflatable concept.

Project:

Being chosen as a university hospital to decorate one of 80 boats the positive stress kicked in to find that perfect 1 image telling more than 1000 words. After Joris Rijnders witnessed the creative presentation of the Airtists they came up with a giant inflatable heart-beat bringing the diagnostic message clearly.

A kind of dramatic anecdote: In the initial creative proposal our best Airdesigner in Holland used the heartbeat with a flat line at the end which means … the patient did not survive. Hard message to pass and easy enough at this stage to correct °-)