Heartbeat Canal Pride
The Pride Amsterdam is a festive event with a gay cultural character. It has been held annually since 1996 during the first weekend of August in the city center of Amsterdam.
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.
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 °-)
During the Amsterdam Canal Parade a fine selection of 80 decorated boats need to get under 23 bridges watched live by about 2 million spectators. Social media and TV do the rest of the job to increase the top of mind of this local Amsterdam hospital. Over the years it became one of the largest family events in the heart of the Netherlands!
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