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TED: Creating a brainy cultural icon with the national ballet

TED Conferences | TEDxAmsterdam 2011 | Branding and Campaign


TEDxAmsterdam 2011

For TEDxAmsterdam 2011, the TEDx board came to us with a mission to grow their community and grow from a niche tech scene to become a mainstream Dutch cultural icon. The campaign evolved from our insight that TEDxAmsterdam is about people coming together to fill their brains with ideas. The creative idea humanized this insight and the conference by choreographing a brain out of people.

The campaign came together with a performance by The Dutch National Ballet and a voice over by Holland's most famous Hollywood actor, Rutger Hauer. A online video and National OOH campaign teased the original brain ballet performance which opened the TEDxAmsterdam event. During the event attendees watched live both on location and online— and could follow the popularity of each TEDTalk via the ‘Digital Brain’ online experience.

The campaign successfully positioned TED as a cultural icon, and the award-winning photography shot during it was picked up by the Saatchi Gallery and featured in news and art publications in the Netherlands and around the world. The campaign also became a trending topic on Twitter and increased online event viewers by 30% yr-on-yr.


Campaign Case Study

‘Digital Brain’ website case study



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