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Prins Bernhard Cultuurfondsprijs 2011 Objective: to honour Anton Corbijn as an artist and as a person who kept personal and long lasting friendships to many world famous figures in the entertainment business. Besides that the event had to generate media value to promote the fund. Creative idea and description: Corbijn was selected as award winner because he is a perfect example of the popular culture of his generation. He started working as a photographer and during his career he established an enormous oeuvre in the field of photography, design and film. As a result of his loyal character many of his 'subjects' became long lasting friends. Artists like Bono, Tom Waits, Herbert Grönemeyer, David Bowie and many others became close friends and stimulated the career of this Dutch entrepreneur. Corbijn likes to work without colours to grab the essential details of the story behind the picture or film. Therefore Xsaga skipped all the unnecessary details and colours while designing the event. It became a thrilling experience for those who were there and especially for Corbijn himself who was touched by the power of 'simplicity'. A 'sober' programme which showed the friendship and love for Anton Corbijn and its work. Sometimes an event doesn't need glitter to show the most essential things in life. Staging and set design: with love and respect for Corbijn and its work, details were skipped. The total design was focused on film and pictures and on emotional level to honour personal friendships. For this event only, the most

essential was showed by showing less. Although Xsaga united big artists, the presentation remained simple and straight. Corbijn, his family and the other guests were touched by the personal experience of the show and they appreciated the choices Xsaga made as he wrote in a personal letter. Media Mix: the media attention raised when the guests were inside and the international line-up was released to the press. The event was trending topic on internet and on every Dutch news channel. The day after the event all the newspapers opened with the spectacular 'secret' performances of Bono, Chris Martin (Coldplay), Tom Waits and more to honour Corbijn and his award. Results: the presence of Royal Highness Princess Maxima and international artists evoked humongous media attention. Present world famous artists: Bono (U2), Chris Martin (Coldplay), Tom Waits, David Bowie, Herbert Grönemeyer, Cees Nooteboom and Stephan Vanfleteren.

[ DATA SHEET] Country: Netherlands Organiser: Xsaga Client: Prins Bernhard Cultuurfonds Date: November, 28th, 2011 Target: general public, media, special guests Location: Muziekgebouw aan 't IJ Amsterdam Budget: up € 50,000 to € 100,000

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European Events Annual 2012  

The European Events Annual is a publishing showcase for all the enrolled projects by agencies and companies in the European Best Event Award...