An illuminated keyhole is weaving its way around dark streets in a bid to unlock the true spirit of the city.
The activation is set against a dark backdrop of polarisation and tensions and marks the launch of a new arts and music festival, The Spirit of Amsterdam – a festival being held in holy places.More than 35 churches, mosques, temples and synagogues open their doors for its innovative creative programme. The festival, which is part of Amsterdam’s 750th anniversary, is running day and night, November 22 – 24 and was initiated by three social-creative entrepreneurs. It brings together divergent worlds in historic houses of worship, offering visitors the chance to experience some of the city’s historic locations in a new and radically meaningful way.
The Spirit of Amsterdam is not a religious festival, but it is about belief. It is dedicated to embracing a bold new vision of belief and community and intends to provoke a sense of curiosity and wonder, as well as more than a hint of seasonal cheer, with a programme combining meaning, celebration, club culture, theatre, contemporary rituals and silent contemplation.
The festival launched with an enigmatic campaign video, featuring an illuminated keyhole emblem, the official symbol of the festival, travelling around the city of Amsterdam by bike.
The activation was conceived by Robert-Jan Glas, creative director at The Spirit of Amsterdam, and former partner and creative director of production company, Big Shots, who also oversaw the festival programme.
He commented, “The Spirit of Amsterdam is not a religious festival, but it is about belief. It’s a cultural takeover that’s repurposing and re-energising some of Amsterdam’s most beautiful and historic buildings by filling them with cutting edge arts, music and meaning. We’re announcing our brand-new festival with an activation and film that’s very simple, but very impactful. Especially in these dark times in our city, our lit-up keyhole brings hope and a sense of wonder – just like our festival will do (and no AI needed).”
