The Life Trail – Letters from the Mountain. Videoland / RTL Nederland
- Dom Ho
- Aug 7
- 2 min read
"A quarter of young people are struggling. We wanted to create something that showed they’re not alone."
For the launch of The Life Trail, a new Videoland Original series chronicling eight young people on a life-changing journey through the Swiss Alps, Blacklist Creative was asked to develop a bold, emotionally resonant activation that would connect the show’s themes to a wider audience.
We took a statistic from Videoland’s own research—25% of young people today report struggling with mental health issues—and used it as the heart of the idea. The result? A powerful public installation in Westfield Mall of the Netherlands that invited people to open up, reflect, and share.
The Mission
The Life Trail isn’t just a show. It’s a message: that things can get better. That no one has to face their struggles alone.
Our job was to:
- Create an awareness activation that honoured the show’s emotional depth
- Give young people a space to reflect, contribute, and be seen
- Drive buzz for the premiere and support Videoland’s social good positioning
CREATIVE CONCEPT
We designed and built a striking sculptural installation in the shape of Mount Pilatus, the very mountain climbed by the cast during the series. But this mountain didn’t just reflect the journey of the show’s participants—it told the stories of viewers, too.
The Build
- The installation featured real letters from Dutch young people, sharing stories of mental health struggles and resilience.
- A selection of letters were mounted directly onto the mountain’s “cliffs”, carefully anonymised but deeply human.
- Visitors were encouraged to leave their own stories, adding their voices to a growing collection of shared experience.
- The setting at Westfield Mall of the Netherlands provided high visibility and accessibility, enabling broad audience engagement.
"The most powerful stories weren’t ours—they were from the people who stopped to read, and then wrote something of their own."
IMPACT
- The activation generated positive press and public feedback for its authenticity and compassion.
- Dozens of new letters were submitted during the display period.
- The piece provided real emotional engagement—not just a photo moment, but a space for reflection.
WHAT WE LEARNED
People respond to honesty. When you show vulnerability, they show up. This campaign reminded us that marketing doesn’t have to shout to be powerful—it just needs to connect.
WHAT's NEXT
We're excited to continue creating campaigns that blend social messaging, entertainment, and audience engagement in bold, meaningful ways.
WANT TO CREATE SOMETHING WITH IMPACT?
Let’s talk about how storytelling and design can help audiences feel seen.
