The Challenge
Princess Máxima opens the annual Women Inc. festival but is not allowed to say anything about the content by the AIVD (General Intelligence and Security Service). We want a front-page photo that will force the press to cover our story. Come up with a trick.

The Idea
This year, the festival revolves around feminine value(s). Take the symbol that people generally associate with value (money) and then have visitors assign their (feminine?) values to it. Use a banknote without a number as the carrier. Have the princess receive it.

The Execution
Designer Lotte van de Hoef. created the design. The banknote was printed in limited numbers and used as a discussion medium on the day. Director Janet Vaessen presented the banknote to Máxima.

Result
> Two front-page spreads (Telegraaf and Parool) and editorial coverage in almost every daily newspaper.
> Máxima, who decided to speak about it on stage anyway. A slightly nervous AIVD spokesperson.

In portfolio because
Small budget, big impact.

My contribution
Strategy and idea, design guidance.