From tram spotters to tram designers

From our balcony on the Leidseplein, we regularly watch the trams that pass by. Not because we have nothing to do, but because it's simply fun. A kind of creative distraction. Which brands are on it? What does the design look like? What would we do differently?

As a creative agency in the middle of the city — from that now infamous balcony — we literally see which campaigns are running. Being culturally relevant is in our blood; we've been living sports, entertainment & lifestyle for 12.5 years. So you could say, we know what's going on. (Ps. Come to our May 10 event with Zeeger (NERD)

We didn't have to look long for the right idea: the AMAZE tunnel had to be it. Iconic, recognisable and perfect for something that literally moves through the city. Tram 2108 is therefore more than just a moving billboard. You can see the immersive audiovisual experience just driving through Amsterdam — the feeling inside, brought out.

What if the doors open? Then it looks like you're stepping straight into the tunnel. Small touch, big
effect.

The collaboration with AMAZE has been going on for a long time, especially when it comes to social. But this project was yet another form of collaboration. One where we were able to both think creatively and execute tightly. Fortunately, we can do that — and fortunately, AMAZE fully trusts us in that.

“Together with ON A DAILY BASIS, we create impact that keeps moving — in the city, online and in the Experience.”
‍
— Jan Woering, Head of Commerce AMAZE

From Leiden, we know exactly what is going on. We see every campaign, every brand drive by. And now also one of our own.

Designing a tram isn't new to us — but it's still special. Especially when you see him stop by every day.

Check tram 2108. And if you see it running — you know: it comes from ODB.