Koenraad Lefever
Managing Partner - Creative Director at Duval Guillaume, Bruxelles
Antwerp, Belgium
TitleGreenpeace turns iconic 'iamsterdam' monument into 'iamazonia'
Agency
Campaign iamazonia
Advertiser Greenpeace
Brand Greenpeace
Date of First Broadcast/Publication 2019 / 7
Business Sector Preservation of Monuments, Parks & Wildlife
Tagline It’s only when something is gone, that we realize how much we miss it.
Story It’s only when something is gone, that we realize how much we miss it. With this in mind, Greenpeace brought back one of Europe's most photographed tourist attractions - the giant 'I amsterdam' letters which previously stood in front of the Dutch capital’s world- famous Rijksmuseum - as 'I amazonia'. The 22m x 3 m high replica sign aims to draw attention to another landmark vital to our survival which is disappearing in front of our eyes: the Amazon rainforest.
Philosophy When the original ‘I amsterdam’ letters were removed in December 2018 an outcry went through international media. The letters have been one of the most instagrammed, photographed, and recognized landmarks in Europe, familiar to millions of people worldwide. Duval Guillaume tapped into an idea that is as smart as it is simple: a stunt in which the iconic red and white 'I am' letters are put back in their original spot, with a strikingly modified spelling: 'I amazonia'.
Problem Under the leadership of President Bolsonaro, the Brazilian government plans to open up the Amazon forest for exploitation. Unlike the ‘I amsterdam’-sign, the Amazon forest is an iconic place the world cannot afford to lose. Because if we lose the Amazon forest today, we will lose the fight against climate change forever.
Media Type Ambient
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