‘I Amsterdam’ Sculpture Transforms To Read ‘I Amazonia’ For A Heartfelt Cause
By Mikelle Leow, 09 Jul 2019
Image via Resul Muslu / Shutterstock.com
Last December, culture lovers of the world were upset to learn that Amsterdam’s Rijksmuseum had removed its iconic ‘I amsterdam’ sign after 14 years. A city counselor reasoned that the installation was distracting tourists from enjoying the real Amsterdam.
The wordmark isn’t gone forever, though. It will still appear at special events and throughout various spots in the city. It also stands as Amsterdam’s tourist slogan.
Recently, a semblance of the logo appeared right in front of Rijksmuseum again, but it arrived with a twist—the sign read, “I amazonia.” It’s actually part of a campaign by environmental nonprofit Greenpeace and Belgian advertising agency Duval Guillaume, aiming to bring awareness about the deforestation that is destroying the Amazon, the world’s largest remaining rainforest.
The ambient ad brings up the notion, “It’s only when something is gone that we realize how much we miss it.” Greenpeace forewarns that the world might feel the absence of the rainforest when it disappears, just like how people got emotional about the takedown of the ‘I amsterdam’ sign.
The campaign protests how the Brazillian government “intends to open the forest for rampant exploitation by industrial agriculture, livestock, mining and large-scale logging operations.” As a result of this decision, Indigneous lands and their people are exposed to “increased violence and intimidation,” Greenpeace shares.
The organization is calling for people to sign a petition to rescue the Amazon rainforest, which you can find here.
It’s only when something is gone that we realise how much we miss it. Sign the petition to save the Amazon rainforest: https://t.co/efKB0eDwe1 #iamazonia #iamsterdam— Greenpeace (@Greenpeace) June 26, 2019
📷: © Olivier Truyman pic.twitter.com/cuUdXxI4jg
[via Ads of the World, images via various sources]
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