Cheers To All The Stars

Aug 2022 | Amsterdam | Kingcanary

About Cheers To All The Stars 

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 and multinational networks. They all cruise the city canals in elaborately decorated boats to celebrate the past, present, and future of the LGBTI community. Besides, they want 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, resulting in a busy, festive day full of statements and 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 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, and creating multiple platforms for “Lady Heineken,” singer Kimberly, and her dancers. During the parade, we also cared for the iconic blow-up Heineken star. We ensured it could safely pass the numerous bridges along the canal route by deflating and inflating it throughout the entire route.

Official event photo credit: Studio Michel van Bergen