We were promoting a Film Festival, so we developed our own ‘Walk of Fame’. But because this particular Film Festival was about Human Rights, we made some adjustments. The familiar ‘hands in cement’ are now behind bars. And they are not the handprints of famous actors or actresses, but of political prisoners.Several of these ‘Walk of Honours’ were placed at various locations throughout Amsterdam during the days leading up to the festival.

The costs were low. The effect was enormous. The campaign created rumour around the festival in Amsterdam and beyond. Numerous media, including newspapers and TV news broadcasts, picked up on the story. Ticket sales surged in comparison to previous years.