Case Study: Rolling Loud Rotterdam’s Commemoration of Slavery Past – Embracing Responsibility and Community
Introduction: The power of collective responsibility.
Rolling Loud Rotterdam’s campaign marking the start of the commemoration year of slavery is more than a memorial—it’s a call to action rooted in community, reflection, and responsibility. By addressing difficult histories openly, the campaign seeks to remind the community of rollingloud to embrace their role in shaping a more conscious future. This case study explores how Rolling Loud Rotterdam crafted a narrative that connects history, community, and activism, transforming remembrance into a collective movement. Through storytelling, the campaign positions youth not just as participants, but as active agents of change, echoing the powerful message:
Now that we know what we know, we take responsibility together.
Background: remembrance to responsibility
The commemorative event on July 1st signals the beginning of a year dedicated to acknowledging the past of slavery and its enduring impact. It signifies a shift—from mere remembrance to active responsibility. The campaign leverages the cultural platform of Rolling Loud, a music festival known for its vibrant youth engagement, to foster dialogue about difficult topics within the community. This approach recognizes that understanding history is essential for growth. It’s not enough to remember; the community must also confront, discuss, and learn from the past to build a more equitable future.
Narrative Development
To bring this message to life, the campaign employed a multi-layered storytelling approach that engages the community and amplifies voices that embody resilience and accountability.
Key Voices
Yootha Wong-Loi-Sing: Serving as a symbolic ancestor, Yootha’s reflective monologue emphasizes the importance of awareness and shared responsibility. Her poetic reflections on history and community deepen the emotional resonance, inspiring viewers to see responsibility as a collective, youthful endeavor.
Harry Femer: The protagonist representing the new generation, Harry’s journey illustrates the awakening of awareness and the commitment to action. His interactions with the community and personal reflections serve as a bridge between past and present.
Soundscape and Visuals
To enhance emotional impact, the campaign features a bespoke sound design by Ralf de Krijger, blending traditional sounds with modern beats, symbolizing the fusion of history and contemporary youth culture. Visually, the campaign uses vibrant locations like New Grounds – HBS and Mayster Studio, blending documentary-style footage with cinematic storytelling to create an immersive experience.
Execution
The campaign was executed through a series of short films, social media content, and live interactions at the festival. The narrative centers on the idea that awareness leads to responsibility, and responsibility is a shared journey.
Key moments include
- A poetic monologue by Yootha Wong-Loi-Sing reflecting on the importance of collective memory and action.
- Interviews with community members and youth leaders discussing their perspectives on history and responsibility.
- Performance segments featuring artists and activists, emphasizing the importance of voice.
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Credits
Creative agency: @brandnewguys.agency /C oncept & regie: Cye Wong-Loi-Sing / Regie & fotografie: Stacii Samidin / DOP: Thiemo van Dam / DOP regie assistent: Austen Ferry / Gaffer: Stein Boon / Hands-on/reserve focus pull: Yuma Eekman / Gaffer/1AC: Jason Hornung / Sound Operator: Ralf de Krijger / Edit: Austen Ferry / Color grading: Austen Ferry / Sound design: EveryTing Music / Jumario / Producer: Suze van Zijl / Art dept: Gemma / Fernández Zapateiro / Art dept assistent: Babette Jissink / BTS: Stacs Samidin / Acting: Coach Adison dos Reis / Location: New Grounds - HBS, Mayster Studio