Free from occupied.
Stichting 4 en 5 mei
How do you use four rolls of bright orange duct tape to make every passerby stop and think?
Reserving your flea market spot on Kingsday is the most important thing in the world. To kids, at least. But writing ‘occupied’ on the floor weeks in advance to claim your spot can be painful to some, considering that, one week later, we’re celebrating our freedom of our occupation in World War II.
Not occupied, but free from occupation.
We created a new tradition by changing the word occupied on the streets, with ‘free for:…’ and added the names of the owners of the spot. By offering an alternative with just some duct tape, we sparked a nationwide discussion, reaching 1.9 million people without a single euro spent.
The total brand growth Top-3
7M
People Engage
280k
Free Publicity
6
Rolls of Duct Tape
