About the event:
The world-famous Canal Parade on the canals of Amsterdam is one of the most memorable highlights of Pride. Spectators can watch about 80 boats representing everything from small LGBTQI+ foundations to pink organizations within national multinational networks. They all cruise the city canals in elaborately decorated boats to celebrate the past, present and future of the LGBTI community – and to show that it doesn’t matter who or what you are. After two years of absence due to the coronavirus, the Canal Parade was back on Saturday August 6th 2022, which resulted in a busy, festive day, full of statements and of course Pride! So, when our friends from Kingcanary asked us to help them set up the brand presence for Heineken and their Cheers to All the Stars themed boat, we obviously immediately said yes!
Role of Backbone:
Our team was involved in setting up and managing the technical part of the boat. This included adding functioning toilets, supervising everything regarding sound and music, plus creating multiple platforms for “Lady Heineken”, singer Kimberly and her dancers. During the parade, we also took care of the iconic blow-up Heineken star and made sure it could pass the numerous bridges along the canal route safely by deflating and inflating it throughout the entire route.
Official event photo credit: Studio Michel van Bergen
Project Name: Cheers to All the Stars
Event Date: Aug 2022
Event Location: Amsterdam