This was the same event as described above, but this was the first time we were in charge of the production. The concept was the same as in 2013 and so the organisation of this event involved a wide range of tasks, such as creating a lightshow, making live film shootings and arranging performances by top artists and DJ’s. Furthermore, catering to 1100 guests and of course managing the cocktail shake competition of the twelve foreign contestants were part of the assignment. Noteworthy, is the special guest of the evening: Ben Saunders, winner of the Voice of Holland.
J.C.Rags | Amsterdam Dance Event
J.C. Rags, Europe’s leading clothing brand in men’s fashion, distinguishes itself by organising an exclusive three-day event during the Amsterdam Dance Event. Every year, the brand manages to throw this huge party that is only accessible to 200 hundred guests. The year we were part of the organisation, the guest list consisted of influencers invited by us, and a few lucky winners.
What makes this party so unique, besides the location and the select group of guests, is the fact that as per tradition the world’s best DJ’s perform; Carl Cox and Goldfish just to mention a few. The celebration takes place in J.C. Rags’ own store on the Heilige Weg, right in the heart of Amsterdam. The location made it quite a challenge for The Roadshow; once the store was closed at the end of the day, we had to transform the store to a club that included bars, cloakroom, DJ set and decorations. This event enabled J.C. Rags to stand out in an original way during the world’s biggest electronic music festival.
Bavaria | Pop-Up Club
The goal Bavaria envisioned with this event was to improve the reputation of the Reguliersdwarsstraat in Amsterdam. At the time of this project, both the media and the locals were not very enthusiastic about this street. An important reason for this feeling was the lack of (innovative) entertainment.
Starting from this problem, The Roadshow came up with a PR concept with the working-title ‘Bavaria is doing something nice in the Reguliersdwarsstraat’, as sort of a cheeky statement to the competition. The ‘something nice’ entailed the opening of a temporary event location that Bavaria offered to ‘Creatief Amsterdam’. The Roadshow made up the story that the club, which was situated in the former building of Club Havana, went bankrupt. Therefore Bavaria would temporarily lease the building to try and restore the pleasant atmosphere in the street. To make the whole story more believable the club, that was actually very much in business, was entirely closed off from the outside with wooden panels, which were covered in graffiti. On behalf of Bavaria we invited a leading party from several (sub)scenes to show their talent. This way Bavaria’s name was spread in a positive manner amongst the influencers and their in-groups. Additionally, the initiative got picked up by newspaper De Telegraaf and thus received national attention.
Woo Brothers
Woo Brothers is a modern Asian fusion restaurant in the area of the Waterlooplein in Amsterdam and is the newest joint of the owners of the popular restaurants BoCinq and Dynasty.
The Roadshow was asked to organise the party that would be held in honour of the new place. Besides organising the party we also invited some influencers, so the restaurant would become the talk of the town.
Bavaria | Taking over the city
For the New Year’s party ‘Great Balls of Fire’, organised by Lloyd-Acardi, The Roadshow oversaw part of the production. We were also asked to approach a sponsor. The theme of the party was ‘Rock & Roll’ en from this notion we linked Bavaria to the event.
It was Bavaria’s intention to conquer the city of Amsterdam. So we associated the fact that Rock & Roll once conquered the world and thus we let the brand and the music style flow together into one experience. During the two months that followed, we sent a jeep with six Rock & Roll dancers into the city and into random houses, bars and clubs, to surprise the people that were present, with a hit & run party. The teams invaded the buildings with a boombox and Bavaria beers and showed their moves during one song, only to leave the next moment leaving the people completely bewildered. This apotheoses of these invasions took place the day before Christmas: on a Saturday afternoon between 1:00 p.m. – 6:00 p.m., thirty actors and dancers divided over six old-timers were driving through the city. They stopped at all the hotspots and played (loud!) Rock & Roll music and let the Bavaria beers flow abundantly and created spontaneous street parties wherever they went. From the Dam to the Noordermarkt, the Nine streets and de Pijp, the Haarlemmer- and Utrechtsestraat, to the Heinekenbrouwerij: we took over the city!
Russian Standard Vodka
Russian Standard is the best selling vodka brand in Russia and is a premium brand worldwide in the better clubs and restaurants. Amsterdam was one of the few places where it wasn’t being sold and therefore it had to be introduced in a distinctive way.
The challenge for The Roadshow was the location that the event would be held in: ROEST, that was still to be opened and is situated on an industrial terrain. How were we going to get 300 influencers that were hardly ever stepping outside of the centre, to the designated location? The solution was found in the way the invitations would be handed out. The invitation for the event were posted on a very stylish website, where only the time and the location of the get together were communicated. As a surprise the guests were taken to the location by an over the top party bus. A DJ, lightshow, dancers and of course lots of vodka, added to success of the celebration. It turned out to be an unforgettable ride on the wild side that allowed the brand to leave a lasting impression with the attendees.
Schiphol Telematics
Schiphol Telematics is a company that handles all Internet traffic on Schiphol; a very important service. From this notion we came up with a theme for the 20 year anniversary celebration of Telematics, which would be held for all its employees.
We created a fictive mafia boss, who lived on the majestic Keizersgracht in Amsterdam. The mafia boss wanted to get into contact with Telematics, because of their ‘good relationship with the international transport industry.’ The ‘Don’ invited all the employees of Telematics to a big party that would take place in his house, where they would all look at the possibilities of a future collaboration. All the employees received notes on their desks weeks prior to the event, with cryptic descriptions of what was in store for them.
On the day of the party everybody had to assemble on one of the docs outside the centre, so that they could be taken to the Don’s house with stunning boats that navigated through the Amsterdam canals. When the guests arrived on the designated location, an over the top party in the style of the mafia began, with several performances by classical musicians. Amongst those performers were Marilyn Monroe ‘herself’, multiple DJ’s and a soul band. De night ended with a ritual, meant to seal the alliance between ‘the two organisations’. De director of Telematics and the Don cut their hands with a knife (oh yes, the fake blood flowed), after which they shook each other’s hand. On a boat navigating through the Amsterdam canals, under a beautiful starlit sky and listening to Italian music, the guests enjoyed a last taste of delicacies and returned home. All is well, that ends well.
Bristol
Bristol wanted to approach a different target group and so The Roadshow decided that they needed a campaign that would label Bristol as the new leading fashion brand! And so we set up a campaign where we searched for ‘Holland’s Next Fashion Victim’.
People could upload their picture on Facebook and through a contest, the new face of ‘The world’s leading fashionbrand’ would be selected. The prize: a well-paid photo-shoot. We designed Bristol Haute Couture t-shirts that our ‘Fashion Victims’ wore while going past different clubs and could hand out to the real hipsters. Pictures of this campaign were put on Facebook, which allowed the campaign to come to the attention of a wider audience. Also, we threw a great semi-official launch party at the Amsterdam Fashion Week, where all visitors could parade on the ‘Larger Than Life Catwalk’. Under the supervision of fashion stylist Fred van Leer, who was seated on a big throne, a winner was chosen and rewarded with a weekend trip to fashion capital Paris.
Credits: artwork by Headline
Wrangler
Clothing brand Wrangler wanted to reposition itself and target a new group of trendsetters in Amsterdam. This desire arose in a period where the trend of ‘new classic’ (the fashion trend of beards, denim shirts and a part in the hear) bloomed. The Roadshow acted upon this trend by organising a Rock/House party in a club where House was played on a regular base, but certainly no Rock & Roll. The contradiction between the styles made it an interesting event for guests that wouldn’t normally choose for this type of music. The event enabled Wrangler to present itself to a new audience, while staying true to their heritage.
Cirque du Soleil
Every show of Cirque du Soleil is brought out on DVD, including the part of that which happens behind the scenes. Artists and other people who are involved are interviewed, and this also appears on the DVD. For the realisation of the show TOTEM in 2011, the in-house film crew was flown in from the head office in Canada. The Roadshow assisted the crew during one week, helping them with location scouting and several other things that had to be done.
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