Heerlen

The city of Heerlen had a problem: nobody wanted to visit. In fact, it was ranked thirty-third among Dutch cities in terms of visiting numbers. This campaign sought to rectify the situation by taking a symbol of Heerlen out to meet the rest of Holland. This symbol was a blue lorry with the word “Heerlen” printed on the side. The lorry travelled the country, ending in Amsterdam’s iconic Dam Square.