CHANGING DARK AND SCARY BICYCLE TUNNELS INTO PLEASANT, WELL-LIGHTED PASSAGES
In this brand activation we used ‘the power of lighting for good’. So when we listened to people to find out what we could do with that power it became clear that although the Netherlands is famous for its bicycle culture, still there are many bicycle tunnels that lack proper lighting. We build an online platform and in a social campaign we asked people to enter their most scary local bicycle tunnel and gather votes for it to become better illuminated. A powerful bond between Nuon, municipalities and local school kids was born.