Democratised branding is opening up to the public the type of pitching process usually reserved for agencies. For the rebranding of the Netherlands, the country has decided to create a contest called Paint the World Orange, which invites creatives to send in their ideas. From those submitted, five will make a shortlist. The contest was announced at the Picnic 08 event in Amsterdam, and will be judged by Marcel Wanders. Paint the World Orange is about putting the ability to imagine a country’s brand into the hands of the public – perhaps where civic-related ideas should belong in the first place.
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