THE CHALLENGE
SAIL Amsterdam, a maritime event held every 5 years wanted to bring the parade to crowds who couldn’t reach the waterfront.
THE OBJECTIVE
Turn static urban screens into windows to the nautical wonder happening close by.
THE SOLUTION
The campaign transformed the entire city into a live extension of the harbour during SAIL by integrating real-time ship tracking data with a network of digital screens. As majestic vessels navigated the water, their journey simultaneously unfolded across screens citywide, with those closest to the harbour receiving priority feeds to create immersive ‘circles of engagement’. This high-impact, real-time streaming experience instantly turned pedestrians into front-row spectators, further guiding them via location-based messaging to optimal waterfront viewing spots.