Idea
Tired of the housing crisis? Then just move into the most comfortable square meter in Amsterdam: the Relax Seat at Pathé de Munt. In a playful campaign, we followed Sam, who swapped his studio apartment for a cinema seat. A bold activation that cleverly connected multiple channels: from a tram full of relaxed commuters and a partnership with satire platform De Speld, to a live event in the cinema itself, where visitors had a chance to win their own Relax Seat for ten years. Comfort as a statement, marketing with a wink.
