Arne, first of all, how did this whole Rock ‘n Rave thing come to start?
Most of the time we receive concrete assignments by companies with a clear idea and budget. The Rock ‘n Rave Circus was quite an unconventional assignment for us, for we teamed up with Joost van Bellen from the start of this project. Like real partners. The question was how we could provide an event as good as possible to celebrate his 25 years as a DJ. After our first brainstorm session it became clear we needed a sponsor. So you went to Diesel. Yes. We made a presentation of the concept, Joost perfected the text and we asked graphic designers Hotel to design the look and feel in order to create a succes story that would attract a sponsor. We presented this to Diesel, who at first were in fact not able to support us, because they already booked a large event this year. But they cancelled that in order to become our partner for the Rock ‘n Rave Circus. Which was great, because they are a strong partner that immediately set the standards. Diesel is not only a big bag of money on this pr
