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Brief Published: 26 Oct 2011

DDW: The Dude in The Dommel


Design Academy Eindhoven (DAE) graduate Tom Loois ­wants to get back to more personal forms of communication in our increasingly digital existence.

His graduate project, The Dude in The Dommel, is a communication strategy for Eindhoven's Dommel water authority, which aims to spread meaningful conversation about water and the necessity for everyone to have dry feet.

Shunning the web, printed matter and dull information boards, Loois is captivating the passing public by floating down the Dommel River armed with his quick wit and a picnic table as a prop.

Loois recorded the reactions of the public on film – showing that a ‘dude’ can evoke more powerful reactions and a deeper engagement with information than graphics and fancy fonts.

For more examples of designers choosing to create solutions that provide refuge from the digital barrage look out for the Stylus Dutch Design Week coverage.

Tom Loois