Braincar
Showing the power of knowledge
Context
The Knowledge Mile is a one-mile stretch in Amsterdam, a space to interact and share ideas, a fierce collaboration between multiple players. They were looking for ways to turn it into a visible and known phenomenon.
Concept
The Braincar, created by artist Olaf Mooij, is a classic American car turned into an artwork. After purchasing it, it was linked to the Knowledge Mile in a bold and beautiful way. The brain reflects knowledge, the car reflects miles moving forward, and both together symbolizes the Knowledge Mile. The Braincar not only used as an icon, but it acts as a marker to show where an event is taking place and as a conversation piece.
Contribution
Concept, Strategy, Project Boosting
