We got a déjà vu when we saw this idea by N=5. Not because it is not original – cause it is – but more so because it feels as if promoting the agency is more important here than promoting the rock climbing wall near Central Station (‘Klimmuur Centraal’) – after all, who’s going to really climb for those coupons? The fact that it was sent to us ready to present to an award jury seems to confirm our feeling.