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De Nacht Staat Op – Nightlife Fights Back
Project type
Cultural Advocacy / Protest Campaign
Scope
Campaign Strategy, PR, Concept Development, Design, Video Production
Date
February 2022
Role
Creative & Strategic Lead
Link
Project info
Strategic challenge
During the pandemic, Dutch nightclubs were closed for more than two years. The nightlife community felt forgotten by the government. The challenge was to create a campaign that would shift public opinion, give nightlife a voice, and put pressure on policymakers to reopen society.
Insight
Nightlife is more than entertainment. It is a cultural space for freedom, equality and community. By framing the reopening not as an act of defiance, but as a cultural and social necessity, we could win both media and public support.
Approach
Within just four days, we developed the full campaign strategy, concept, design and launch video under the banner De Nacht Staat Op. Dutch nightclubs announced that they would reopen on Saturday, February 12, 2022, regardless of restrictions. We created a powerful PR plan that mobilized nightlife venues and gave journalists and the public a clear narrative to rally behind.
Impact
• 15,000 tickets sold out immediately as clubs across the country reopened in protest
• National media coverage across TV, radio, print and online – all secured for free
• Campaign named “Viral of the Week” by Adformatie
• Public opinion shifted in favor of the nightlife sector
• Contributed to government decisions to reopen society shortly after
