Johan Cruijff ArenA

Amsterdam kisses: city campaign welcomes Harry Styles visitors

Published at 13 May 2026

This month, hundreds of thousands of fans will travel to Amsterdam for the ten Harry Styles concerts at the ArenA. In collaboration with amsterdam&partners, we therefore developed a campaign that welcomes visitors and invites them to explore the city and its cultural offering. Across the city, posters feature kissing couples at iconic locations such as Museumplein, the Magere Brug and, of course, the ArenA area. The copy on the posters playfully references Harry Styles’ album title: Kiss All the Time. Disco, Occasionally.

An unforgettable experience

Amsterdam is one of only seven cities worldwide, and the only stadium on mainland Europe, where the artist is performing this year. “It is fantastic to see how the Johan Cruijff ArenA, as an international stage, brings people together and creates an unforgettable experience. We are incredibly proud of that, both as a stadium and as a city,” says Karien Kahrel-Ham, Head of Marketing and Strategic Partnerships at the Johan Cruijff ArenA.

From concert to culture

For many fans, the concert is the reason for their visit to Amsterdam. “At times like these, it is especially important to guide visitors well and help them make the most of their stay,” says Sandra Poelmann, Managing Director Content & Campaigns at amsterdam&partners. “In this way, we connect the concert experience with the city and encourage Harry Styles visitors to discover Amsterdam more broadly.”

The campaign is visible across the city in the run-up to and throughout the concert period, from 13 May to 5 June. The campaign was initiated in collaboration with amsterdam&partners and creatively developed by DEPT.