RTL Z inspires with huge pendulum sculpture in new campaign.

Spectacular "Business Not As Usual" launch campaign created by Amsterdam based Ideas Company, WE ARE Pi.

Amsterdam, 10th September 2015 – This week RTL Z Netherlands financial news channel, relaunched as an 24-hour business lifestyle channel with “Business Not As Usual”, a category defying integrated campaign from Amsterdam based Ideas Company, WE ARE Pi.

On a mission to inspire personal progress in business, RTL Z encourages aspiring business leaders to “give their ideas a push” in a mesmerising 60” launch brand film centred on journeying through an oversized Ideas Pendulum sculpture, created by Artist Ivo Schoofs.

With this new campaign, WE ARE Pi has helped RTL Z make the leap into a world of ideas and inspiration for the network’s new business lifestyle channel. Next to the current offering of news and finance, RTL Z now brings the latest updates and inspiration in the worlds of business, tech, start-ups, innovation and lifestyle.

Alex Bennett Grant, Founder of WE ARE Pi says, “In an era where disruption is the norm, it’s incredible how few people choose to personally make the change needed to follow their life and career dreams. RTL Z is here to inspire that change, and we are proud to be a part of it.”

Caroline Schnellen, Marketing & Communications Manager at RTL Nieuwsgroep says “This is not your ordinary relaunch. We have built a revamped RTL Z. To communicate everything that is new to the brand, we needed an original, innovative and bold campaign. WE ARE Pi did just that. The amazing visual light show clearly repositions Z as the new place to be for people who want to progress in life. It’s a true feast for your eyes.”

WE ARE Pi used a spectacular art installation created by Dutch artist Ivo Schoofs, to create the ideas pendulum. Then the single point perspective forward motion camera technique was achieved through technical brilliance of director Joe Roberts, DOP Marc de Meijer of Brenninkmeijer & Isaacs Production and GlassWorks post production.

The campaign will run across TV, online, print and OOH. The new channel launches on 7th September. The new brand identity was created by Smorgasbord Amsterdam.


Founded in 2011, WE ARE Pi is an Amsterdam based international Ideas Company that delivers brand storytelling across communication and experiences, for clients including; Coca-Cola, Under Armour, LEGO, Wrangler, Kipling, TED Conferences, and ABB.


The new RTL Z is about news, inspiration and entertainment for ambitious people.

On September 7th RTL Z will première with a broader focus on ideas and inspiration next to the news. Themes such as business, tech, innovation, lifestyle and personal finance play an important role, while (breaking) news and the stock exchange remain an important keystone. The business network can be found on channel 11 (KPN) and 12 (Ziggo), rtlz.nl and at events throughout the Netherlands.


Contract Patrick Garvey at WE ARE Pi for more details and interviews:

Tel: +31 (0) 20 776 6626

Email: Patrick@wearepi.com



RTL Nieuwsgroep

Marketing & Communications Manager - Caroline Schnellen



Managing Director: Alex Bennett Grant

Creative Director: Barney Hobson

Creative Director: Rick Chant

Strategy Director: Jessica Perri

Design Director: Nessim Higson

Producer: Kimia Farshidzad

Assistant Producer: Ekaterina Golovkina

Project Manager: Ambar Surastri

Managing Partner: Patrick Garvey

Account Manager: Sam Speed


Production Company: Brenninkmeijer & Isaacs

Director: Joe Roberts

DOP: Marc de Meijer

Producer: Yvonne Knook


Glassworks Amsterdam

Lead Flame Artist: Kyle Obley

Senior Colourist: Scott Harris

Producer: Christian Downes

Editor: James Forbes- Robertson @Whitehouse Post

Animation: Joe Fleming, Sanne van Hecke

Music/Sound: "Enlightened" by MassiveMusic Amsterdam

Photographer: Marijn de Wijs

Pendulum Artist: Ivo Schoofs

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About WE ARE Pi

We Are Pi is an award winning Creative Innovation Consultancy that partners with clients to build brands worthy of thriving in changing times by initiating transformation programs. We Are Pi Client partners include Amazon, Nike, IDFA, Heineken, Intersport, Pepsico and Patagonia. We Are Pi was named Small Agency of the Year 2018, 2019 and 2020 by Creative Pool and Ad Age.

We Are Pi cultural research platform, New Society Rules, helps brands navigate cultural change. We Are Pi content arm, Pi Studios, produces ground breaking stories about cultural change. We Are Pi is proud sponsor of Black Strat, Plus Plus One and Creative Jam Session.