EN NL EN NL For Pride Amsterdam 2025, we worked with RTL to translate the theme of self-love into a striking and symbolic activation. Under the slogan ‘What you see is who you are’, we designed a boat that not only brought colour and movement to the canal, but also created space for reflection, recognition, and pride. At the centre of the boat stood a commanding heart. Each time the boat passed under a bridge, it unfolded. The movement gave the design a theatrical, almost intimate quality: a moment of visibility for everyone watching.
The beating heart of the activation, both literally and figuratively, was a large sculptural heart placed at the centre of the boat. Every time the boat sailed under a bridge, it lifted upward: a symbol of self-love and acceptance unfolding, drawing the audience in again and again.
The heart was built from a mosaic of rectangular panels in a 16:9 ratio in RTL’s brand colours, interspersed with mirror surfaces. This same visual language continued along the railings, around the slogan, and across the boat’s sides. In every mirrored surface, a different face appeared; an invitation to see yourself reflected in something greater. With this activation, RTL underlined that visibility begins with seeing yourself and being allowed to be who you are and treat others the way you want to be treated.
