Siemens / Non-Profit
Global press with a tomato fight on Dam Square
Client
Siemens is a leading global producer of electronic appliances for domestic usage (e.g. washing machines), medical-, industrial- and energy industry. They sponsored the non-profit event, while all event partners working pro-bono.
Briefing
As a group of 4 creative and entrepreneurial friends, we wanted to raise awareness for the impact of the trade-boycott between EU and Russia in 2014, which left EU food producers with 80% overproduction going to waste.
Problem
The average citizen can’t do much about global news topics.
Insight
“When life gives you lemons, make lemonade.” A playful approach to a serious problem raises more awareness than a serious approach.
Strategy
A tomato fight with 2.000 participants and 200.000 tomatoes on Amsterdam’s Dam Square (inspired by Spain’s tomato festival ‘La Tomatina’), amplified by famous DJ’s and live-acts on stage.
Result
130M+ media impressions worldwide across international and national media coverage like ANP, AFP, BBC, CNN, Fox, WSJ, Time, The Economist, Moscow Times, Al Jazeera, NOS and RTL, many broadcasting live from location.
Photo: ANP, Ferdy Damman
Team: Elwin Stevelink, Max Pater, Joost Aartsen, Joep Verbunt