Bring in the Dutch!

During the 2015 Tour de France, riders completed a spectacular stage below sea level, finishing on water — at the storm surge barrier near Neeltje Jans. It was a unique opportunity to showcase the Netherlands as a true water nation to a global audience. Rijkswaterstaat enlisted Mothership to bring this story to life in a creative way. Mothership developed the concept, oversaw the production, and served as project manager and curator for the project.

Together with Rotterdam-based copywriting agency Mwah, a series of humorous and eye-catching text artworks was created. On the Brouwersdam, a 300-meter-long message appeared: “Water you thinking? Bring in the Dutch!” The iconic Topshuis was adorned inside and out with word art celebrating water management. And on the beach, a one-kilometer-long ploughed text proudly proclaimed: “Eau Yeah!”

The project was a resounding success: broadcast in 190 countries, prominently featured during the yellow jersey ceremony, and sparking a renewed sense of pride within Rijkswaterstaat. A shining example of how art, communication, and national pride can go hand in hand.