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

While the problem is big, global news, the average citizen can’t do much about it.

Insight

“When life gives you lemons, make lemonade.” Approaching the problem in a positive, playful way could raise awareness, while inspiring a positive mindset.

Solution

We organised a tomato fight with 200.000 over-ripe tomatoes and 2.000 participants, inspired by Spain’s tomato festival ‘La Tomatina’. For maximum PR-value we secured the most prominent location of the Netherlands -Amsterdam’s Dam Square - and had famous DJ’s and live-acts performing on stage.

Result

International and national media reporting on site included ANP, AFP, BBC, CNN, Fox, WSJ, Time, The Economist, Moscow Times, Al Jazeera, NOS and RTL, totalling over 250M media impressions worldwide.

Team: Elwin Stevelink, Max Pater, Joost Aartsen, Joep Verbunt