In Tilburg: a city you discover for yourself

for

First look around, then lose yourself in the stories that suit you.

For a long time, In Tilburg told the city's story through fixed narratives, mapped out from start to finish. Beautiful, but rigid. The brand wanted more freedom: stories you can also experience on their own, where visitors choose their own starting point. On top of that, In Tilburg launches a major hero campaign once or twice a year, visible throughout the entire city. That campaign deserves an online stage that hits just as hard.

How do you let visitors roam freely without getting lost, while building a foundation big enough for campaigns that take over the entire city?

Insight

Nobody discovers a city by following a fixed route. You look around, something catches your eye and from there you want more. A good platform works exactly the same way: first get your bearings, then be surprised by stories that match what moves you.

Idea

Together with In Tilburg, we let go of the fixed storyline. Instead, we built a platform where you first look around for yourself and, guided by your interests, are drawn deeper and deeper into the stories of the city. The same platform is the online home of every hero campaign, so what you see on the street lives on online.

Execution

The heart of the project is the platform itself. Visitors start with a visual overview of everything Tilburg has to offer. Whatever appeals to them opens the door to more content within the same theme. This way, every visitor maps out their own route through the city.

Just as important is the bridge between street and screen. For every hero campaign, such as the current 'Tilburg. Built different., we translate the offline campaign into an online experience that doesn't sit alongside it, but strengthens it. Those who come across the campaign in the city find the deeper story online. Those who start online see the city through new eyes. Offline and online make each other bigger.

And when the campaign disappears from the streets, it simply lives on online. Images, posters and stories flow back into the platform and keep pointing to where they came from. This way, every campaign leaves the platform richer than before.