Pr-stunt with Thijs Boontjes and competition for the title ‘Best Amateur Artist of the Netherlands’.
Iktoon in 2020 knew how to unleash the amateur artists in people like no other. This year was different than usual. Due to Covid-19, physical cultural, artistic and creative activities were not possible, but that did not stop iktoon from celebrating creativity. In fact, iktoon’s goal of ‘getting everyone in the Netherlands excited about art and culture’, came closer than ever because of the corona crisis.
Creative communication
We caught musician Thijs Boontjes (known from DWDD and M.) to kick off iktoon with the Netherlands’ Biggest Dance and Show Orchestra. Everyone was welcome to join. The digital live performance took place in The Concertgebouw. This dazzling kickoff was only the prelude to a creative explosion during the rest of the month, which saw contestants compete for the title of ‘Best Amateur Artist of the Netherlands’. Several creative influencers enthused their supporters to participate in this iktoon-challenge. We also portrayed the diversity of amateur artists and their art. And we entered into a media partnership with DPG media.
The result? Over 10% more awareness of iktoon compared to last year. And over 50% has taken action after seeing the campaign statements, for example by picking up a brush or talking to someone about amateur art.
We connected people who needed to keep their distance, and used creativity to reach groups that are usually hard to reach. In the past five years iktoon has grown into an inspiring creative platform that challenges people to release the amateur artist in themselves. And that's what we'll hopefully be doing again in the coming years: because art is for everyone!
Marre de Visser, Senior Advisor
