This giant TV-billboard in the Rembrandtplein is perfectly situated to be stared at whilst ones waits for the tram. I've often stood there and stared at TV-commercials contemplating what would be the ultimate idea to run in this space. And, here it is.

There's a problem in The Netherlands that public service employees face aggression and violence, and witnesses do nothing to help or stop the situation. This PSA holds a mirror up to the people on the street, showing them onscreen (as people do love to look at themselves), but with a little help of a scene previously filmed against bluescreen background, they find that they are now in a scene where paramedics face violence, and they play the part of the onlookers who don't intervene when the paramedics need help.

Another billboard in Rotterdam shows the same scenario. Genius.

Advertising Agency: N=5, Amsterdam, The Netherlands Creative Director: Lukas van de Ven Art Director: Ed van Bennekom Copywriter: Jasper Diks Account: Judith Lavalette, Nadine Marcar Agency Producer: Christ Bloemheuvel Production Company: WeFilm Director: Roel Welling Producer: Bas Welling DoP: Martijn Cousijn Editor: Wouter van Luijn Post production: Baked Beans Technique: Bitmove Music in case study clip: The xx :: Intro