The Breestraat in Leiden was completely renovated in 2014, but this would not be enough to solve all the problems this busy street faces. Buses drove too fast and bicycles are parked everywhere on the sidewalk which tarnishes the renewed charm of this historic shopping street. A publicity campaign had to be run parallel to the renovations in order to bring attention to the ‘code of conduct’ of the street in a friendly and inviting manner.
DoubleMatured won the pitch, and together with the Weldr collective (which DoubleMatured is a part of) a new name was developed for the area: De Bree. A classy and chic visual identity was developed for de Bree as well as a slogan to mobilise citizens: ‘Bree mee’, literally ‘Bree with’. The Bree mee campaign started with a print campaign to generate a rumour about the brand, with posters and abris displaying the curious slogan. In a second phase, entrepreneurs in the street, bicycle coaches and print materials drew people’s attention to the presence of a free underground bicycle parking station. Shopkeepers and visitors now regard the street with a renewed sense of pride.