A cross media campaign
To present this profound subject in a sympathetic yet impactful manner, we chose to use an animation style. This way we can symbolically show how Dutch people enlighten others who can use some extra support. To play into emotions the film is accompanied by a special edition of ‘Hold On To Tomorrow’ by hardstyle DJ Brennan Heart. This song has been composed in a unique collaboration with Metropole Orkest and singer-songwriter Christon.
In addition to previous years, we added a collective approach. We did this by showing groups of people in video content and on the website, like a soccer team or an office with colleagues supporting someone. Next to that, it has been made easier to donate a lantern together with others. In 2020 the digital field with lanterns had been even more important. When you walk around, surrounded by lanterns with personal stories, you can feel the support and love for people. Several closely involved celebrities, like Giel Beelen, Gijs Staverman, Kim Lammers, and Gordon, generated free publicity for this campaign.
By sharing your lantern with (groups of) friends, family, colleagues, and on social channels, you can increase the value of your lantern with additional (anonymous) gifts. All lanterns were gathered in a heart of light online and on the TV show on SBS6. The show of 2020 had been adjusted due to Covid-19 measures.