Tom Loois

Department: Man and Leisure
Website: www.tomloois.com

The Dude in the Dommel

Modern communication is becoming more and more impersonal. Via the web, printed matter and information boards, information is being made available to the greater public, but how well is it really coming across? Tom Loois wants to go back to a good conversation. His communication strategy for Waterboard de Dommel is based on a good conversation about working with water. He stationed himself literally in the Dommel river, where he then served as a theatrical talking point. The responses of unsuspecting passers-by were recorded on camera: The Dude in the Dommel shows that a boy sitting at a table in a river evokes more powerful responses than an information board on a riverbank.

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