ADNIGHT 2025

Agency: Wieden + Kennedy
Brief: Invent a concept and produce an event around Amsterdam’s 750th anniversary for Wieden+Kennedy Adnight 2025.

For Adnight 2025, Wieden+Kennedy wanted to do something that would make people stop, smile, and think: “Only in Amsterdam.”

So we created an exhibition of 75 tiny 3D-printed figures, each one a cheeky nod to the trends, hypes, and cultural quirks that make this city what it is. They’re inspired by traditional Dutch ceramic figurines, the kind your grandparents might have collected, but instead of milkmaids and windmills, you’ll find things like a full packed fatbike, orange wine on a tiny stool, a Dutch finance bro with flamingo socks and a shared-dining-concept plate.

Each figure comes with its own short piece of copy, adding context, humour, and a touch of self-awareness.

As the cherry on top, Jonas Kooyman, the voice behind the beloved Instagram account @havermelkelite, stopped by to give a talk on trends, brands, and staying authentic through all the noise.

The exhibition is on view until October 31st at Wieden+Kennedy Amsterdam.

I developed and executed the concept, copy, spatial design, and promotional strategy.