“Going camping with your client.” We can still hear Gerben Plasmeijer, founder of Obsession, saying it. The ultimate dream and embodiment of partnership, if you ask him. Just as artists like Dua Lipa, Freddie Mercury with Queen, and Avicii took time for their world hits during so-called writers’ camps, we set off with a select group of clients to do the same: slowing down to create space. During the 24-hour Creative Escape — named Concept Camp — held at the creative haven of Zwier in Vinkeveen, that vision became a reality.
Concept Camp 2025
A long-cherished wish made its debut this autumn: Concept Camp, the 24-hour creative escape designed to pause and reflect on the status quo. Where do our Partners for Live currently stand in their communication journey? What changes are becoming visible — and tangible? And how can we help them map out a long-term course? As part of our Partner Profits programme, a select group of clients was given 72 hours to decide whether they dared to take on the challenge: spending a full day and night on an adventure with Obsession.
‘The timing couldn’t have been more perfect.’
There was no shortage of enthusiasm. Before long, all spots were taken — with RDW, Schiphol SPOT, Siemens, Goudwisselkantoor and Upstream Festival joining this very first edition. With a new year in the rear-view mirror, timing proved to be a key factor for participation. As financial years and campaigns wrapped up, minds were wide open to broaden horizons and let us surprise them.
Setting a strategic goal or finding the pot of gold?
Participants could choose between two distinct tracks. The first focused on strategy and long-term vision, while the second centred on the (re)development of an existing or new event. In Track A, we used the method Mapping our Mission, guiding participants through a series of sessions to define a clear point on the horizon — a visionary goal to work towards. In Track B, an existing event was re-evaluated, and participants applied lateral thinking techniques to search for their ‘pot of gold’: a fresh, creative approach.
All the right ingredients to truly get away.
Between the content-driven sessions, the fluid programme offered everything needed to help participants disconnect from the hyperactive society and the fast-paced industry we work in. For 24 hours, we created a bubble filled with creativity and inspiration. Whisper boat rides, mindfulness walks, shared lunches and dinners made mostly with local ingredients, and a fireside chat featuring Xander Kranenburg, provided just the right ingredients to stay immersed in that bubble.
This left us wanting more.
Judging by the positive reactions, we managed to create a warm, safe and inspiring environment where ideas could flow freely and be shared openly. Concept Camp offered not only space for reflection, but also for renewed energy, direction and connection — exactly what’s needed in a time when change is the only constant. What began as an experiment turned out to be a powerful reminder of where true creativity is born: in stillness, with intention, and together with people who dare to slow down in order to move forward. The insights, plans and new collaborations that emerged proved that the value of such a 24-hour escape extends far beyond the glow of the campfire itself. Concept Camp has undoubtedly left us craving more. The next edition isn’t a question — it’s a promise. Because if there’s one thing we’ve learned, it’s that the greatest accelerations begin with a moment of stillness.
Photo's: Joni Israeli
Video: Lab22