No slick models, but real residents in the Zoetermeer campaign
The growing city of Zoetermeer launched the My city campaign. My future. In which residents play the leading role. For this campaign, the municipality is collaborating with Creative Agency GivingBrandsEnergy, which portrayed various residents. The campaign will run for a year and can be seen both online and in various places in the city.
With the innovative campaign, the municipality activates its residents to think about the future of the city. Ronald Schepers, process manager of the consultation on the leap in scale: "It is important for us to let everyone participate. Not only the people who are already involved, but also people at a somewhat greater distance from the municipal council. In addition, we not only want to hear what people want, but also what their relationship is with the city and how they stand in their neighborhood. The consultation takes almost a year. Our goal is to keep everyone engaged in a fun way throughout the entire period."
The design of the campaign is contemporary and responds to the quality growth of the municipality. GivingBrandsEnergy chose to make real residents the figureheads of the campaign. Art Director Fritiof Eriksson: "The inhabitants themselves are the beating heart of the city and together they make the future. We therefore thought it was only logical to photograph real people from Zoetermeer at characteristic and recognizable locations in the city."
The municipality called on residents to serve as a model for the innovative campaign. Thirteen different Zoetermers were eventually cast for the campaign. The models are happy and proud of their contribution to the campaign. They share their photo on social media and thus generate extra exposure. Monique van der Toorn is one of the faces of the campaign: "It was nice to experience such a large photo shoot in which everyone works closely together. The photos have turned out very beautiful and I am happy that I can contribute to the future of my city."