The Color Run, also known as the Happiest 5K on the Planet, is a running event inspired by the Hindu festival of Holi. The untimed event has no winners or prizes, but runners are showered with colored powder along the race.

Siemens asked me to develop an activation concept and design for their sponsorship of The Color Run Amsterdam, to promote the new Siemens iSensoric washing machine. Inspired by the idea ‘Siemens makes it all white again’, I designed an 8m high washing machine. Runners could enter it via a ramp, and exit via a slide leading into a pool with a foam shower. Professional photographers took pictures of every contestant, which could be downloaded from a special website and shared on social media. Result: a lot of smiling faces both on site and online – a positive brand memory.