MAAK VRIJHEID GROOT
PROBLEM
Every year on May 4 and 5, the Netherlands comes together to remember and celebrate freedom. But for many people, freedom feels like something that goes without saying. Something that is simply there. A moment you watch, rather than take part in. How do we turn a national moment into something people actively engage with?
SOLUTION
Freedom is not something given. It needs care. It needs attention. It needs you. We reframed freedom as something active. Not something we have, but something we do. With Make Freedom BIG (Maak vrijheid GROOT), we invite people to see that freedom is shaped by everyday actions. And that everyone is responsible for it.
CREATIVE
If we make freedom as big as possible it becomes impossible to ignore, and harder to lose. This idea is brought to life through clear typography and simple, direct language that makes freedom literally and visually big in public space. The campaign message also adapts towards specific actions on how to make freedom big. For example ‘Make Freedom … by talking about it, by participating in two minutes of silence, by joining a Freedom Meal, or by celebrating freedom together at a Liberation Festival. From large-scale outdoor to video and radio, the campaign invites people to take part. A campaign toolkit enabled partners across the country to use and share the message themselves.
