One of the biggest challenges Amsterdam and thus their Marketing agency Iamsterdam encounters in Amsterdam, is the city’s popularity amongst man between 18-34 coming from the surrounding provinces in the Netherlands and the United Kingdom. Their interest in the city is more than welcome, however their disrespectful behavior and disturbance in the city centre causes a lot of problems. Wavemaker was challenged to create an impactful theme campaign, creating awareness within this target audience, on how the can enjoy the freedom of the city, whilst still respecting it.