Yellow Backie utilizes old-fashioned luggage carriers to unite Amsterdam residents and tourists. Everyone living in Amsterdam can have a yellow luggage carrier mounted on his or her bike for free. Through this, they invite others to jump onto the back of their bike and ride a short distance through their city. Yellow Backie helps Amsterdam visitors discover the city in an original manner, and it gives the people living in Amsterdam a fun way to meet new people.
This Yellow Bike initiative heads off the growing aversion to mass tourism in Amsterdam with humour. Creating a situation that invites both tourists and Amsterdam residents to change their behaviour in an appealing manner. As smart as it is simple, this idea has maximum effect and a lot of communicative impact, which is greatly appreciated by the committee.