From tram spotters to tram designers

From our balcony at Leidseplein, we regularly watch the trams going by. Not because we've got nothing to do, but because it's simply fun. A kind of creative distraction. Which brands are on them? 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 little balcony — we literally see which campaigns are riding around. Being culturally relevant is in our blood, for 12.5 years we've been living sport, entertainment & lifestyle. You could say we know what's going on. (PS. Come to our event on 10 May 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 a rolling billboard. You see the immersive audiovisual experience riding through Amsterdam — the feeling from inside, brought to the outside.

And when the doors open? It feels like you're stepping straight into the tunnel. Small touch, big
effect.

The collaboration with AMAZE has been running for a while, especially around social. But this project was another form of collaboration. One where we could think creatively and had to execute precisely. Luckily we can do that — and luckily AMAZE also 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 the Leidse we know exactly what's going on. Every campaign, every brand we see passing by. And now one of our own too.

Designing a tram isn't new for us — but it stays special. Especially when you see it pass by daily.

Check tram 2108. And if you see it riding — then you know: that one's from ODB.