The highest festival of Amsterdam showing the cities potential
Context
In this time of shrinking housing markets, mass urbanisation and a climate crisis, the rooftop landscape is becoming the new frontier of urban development. As under 2% of all urban rooftops are being used, they are the ultimate place to experiment with innovative housing solutions, sustainable food production, climate change adaptation, and new types of public space.
We want to collectively turn them into an additional dimension of the city that is sustainable, biodiverse and a green refuge for busy urbanites.
Concept
ROEF is an intimate rooftop festival in Amsterdam. We show the sky high potential of making Amsterdams’ rooftops green and open to public. ROEF aims at transforming the underused rooftop landscape of Amsterdam by showing its potential and thus creating a growing support base for radical transformation.
The festival is hosted on various rooftops with surprising performances and the best views all over the city. From binoculars shows to lectures and from live music to roller skating rinks. Visitors discover new places and learn about using and greening roofs.
ROEF has been growing and consisted of the festival, symposium, campsite, expeditions, dinners, and innovation method ‘dakplannenfabriek’.
The overall communication campaign covered in- and outdoor posters and stickers, social media, online ads, teaser videos, influencer collabs, and PR.
~Covered by: Editie NL RTL, NRC, Metro, Parool, Telegraaf, Pop Up City, Delicious Magazine, Esquire, Barts Boekje, Your Little Black Book and many many more.
Positive impact
~ Annual festival since 2016: 10.000+ visitors
~ Trend report in collaboration with Pop-Up City: download here
~ Inspired policy makers, real estate owners, project developers and the people of Amsterdam to take steps toward a green, used rooftops
~ European collab with 8 other cities across Europe to transform rooftop use: see ECRN for more info
~ Covered by: Editie NL RTL, NRC, Metro, Parool, Telegraaf, Pop Up City, Delicious Magazine, Esquire, Barts Boekje, Your Little Black Book and many many more.
Role
Strategy, Concept, Problem Solving, Copy, Social Media, PR
Partners
Frank Lee, Springtide Studios, Programmeursgilde, Gemeente Amsterdam, European Union, Knowledge Mile, ZOKU, Volkshotel, CASA400, HvA, AHK, ADAM Toren, CIRCL, Zuidpark, Conscious Hotel, NEMO, IDFA and more.
More Info
For more info about ROEF check out the website