Amsterdam locals were invited to share their takes on what they consider the city’s best restaurants. A series of hero films kicked off the campaign, followed by collaborations with influential Amsterdam foodies who added their own interpretations, commentary, and reactions across their social channels.

Featured voices included Sophie Straat, Vjeze Fur, Robbert Rodenburg, Julia Mekkes, and Moïse Trustfull – each creating their own UGC-style content, guided by a clear framework and overseen end-to-end to ensure maximum consistency across the campaign.