Urban regreening

Role: Concept & copy
Agency: Havas Lemz
Timberland strengthens communities by urban greening with their global Nature needs heroes-campaign. In collaboration with Kazerne Reigersbos, one of Amsterdam Southeast’s creative breeding grounds, Timberland opens Amsterdam’s first Jamgarden. A green hangout for and by the community to empower creativity and entrepreneurship. It’s the first initiative for the young community of Reigersbos since about 10 years.

Everyone who participated on the project finds their roots in Reigersbos. From the creative partner (Maru Ashmellash), to creating the garden (lots of youngsters) and from a film to document it (Safi Graauw) to even the soundtrack of the film (Yung Nnelg).

The project

Reigersbos in Amsterdam Southeast is a place with lots of creativity, but a lack of opportunities. Maru Asmellash, born and raised in Southeast and initiator of community center Kazerne, wants to bridge this gap and create opportunities for local talent. Together with him and his community, we built 'Jamgarden Amsterdam' next to the community center. A communal garden to empower creativity, entrepreneurship and diversity. In the garden, all kinds of fruit are grown to make jams from, but it’s also a perfect space for creative jam sessions and events, from small concerts and poetry slams to harvest parties and jam cooking workshops.

The community

Jamgarden Amsterdam is a garden by and for the community of Reigersbos, a neighborhood in Amsterdam Southeast. The neighborhood has been on the rise for years and that helps all kinds of parties grow, except for the people who live there themselves. For ten years, nothing has been initiated to help the younger generation in the neighborhood, according to Maru. That is why Maru wants to offer a springboard for local young creative talent with the Jamgarden. Everyone who has worked on the garden finds their roots in Reigersbos. And by inviting the neighborhood to think about various creative events in the garden, Maru stimulates creativity and entrepreneurship.

Concept created with Katharina Goetzendorfer | Creative partner: Maru Ashmellash | Directed by Safi Graauw | Music by Yung Nnelg