Write a short summary of what happens in the digital or ambient execution or campaign.
It’s only when something is gone, that we realise how much we miss it. With this thought in mind, we brought back a beloved European landmark, holding a message to support the Amazon.
More specifically, when at the end of 2018 the original ‘I amsterdam’ letters – standing in front of the Dutch capital’s world-famous Rijksmuseum - were removed by the city council, an outcry went through international media. Until then, the letters had been one of the most instagrammed, photographed, and recognised landmarks in Europe, familiar to millions of people worldwide.
We decided to put the iconic red and white 'I am' letters back in their original spot, only this time with a strikingly modified spelling: 'I amazonia'. The 22m x 3 m high replica sign aimed to get all eyes on another landmark at risk of disappearing, but one that is vital to our survival: the Amazon rainforest.
Cultural / Context information for the jury
Although the conversation about the climate is omnipresent today, it is striking that the focus on deforestation of the Amazon rainforest in Brazil had faded into the background in Europe. This campaign was a cry for attention, but not one designed to shock or brutalise our audience. It was setup as a solidarity message for the Amazon and open the eyes of Europeans by bringing it into their direct environment.
Rather than going into full activist mode with militants chained to trees or demonstrators disturbing public life, we chose to win the hearts of passersby, and create public sympathy for a petition.
Reaching a number of signatures for this petition would allow Greenpeace to to put this issue on the political agenda of the European Parliament and force them to face the problem and no longer look away.