Open Up: together with the Magic 100 we co-created a compelling narrative for Eurovision Song Contest 2020

Overarching narrative

It was 40 years ago that The Netherlands last hosted the Eurovision Song Contest. Thanks to the victory of Duncan Lawrence in Tel Aviv our country will host the international music competition again in May 2020 in Rotterdam.The ambition of the Dutch team of producers is to develop a concept that is embraced throughout the Netherlands and positively surprises Europe. Our challenge was to develop an overarching narrative and theme that provides guidance for the concept development and execution of different event elements – from TV-format to stage acts. We involved the Magic 100 to create that narrative and lay the foundations for this year’s theme: Open Up!

Unlock Dutch creativity

The Netherlands is known for its innovation power in different areas. To unlock the creativity of different stakeholders Fronteer organised an extensive co-creation program. Through individual interviews with opinion leaders, expert co-creation workshops and street-interviews in different cities we collected input and ideas on how to make ESC 2020 more inclusive, more engaging and more purpose-driven. And possibly the main question: how to make Dutch citizens proud of ESC 2020?

‘The power of co-creation is to bring together expertises from different backgrounds and industries. By looking at the ESC challenge through different lenses magic happens’.
– Leonie van Mierlo – senior strategist at Fronteer

Open up!

On October 24 2019 the theme for Eurovision Song Contest 2020 was announced during the popular Dutch TV show “De Wereld Draait Door”: Open Up. This theme is a translation of the overarching narrative that we developed in co-creation with the Magic 100.

With the slogan ‘OpenUp’ the organisers want to invite the audience to open up to music from different countries. But above all: open up to each other, regardless of background, gender or beliefs.
A key insight we got from the Magic 100 was the wish that this edition of the Eurovision Song Contest will be ‘real’. The Dutch are mostly proud of their mentality, which they describe as being open, inventive, diverse and authentic. We want to place the spotlight on that mentality, and offer the stage to Europe. Open Up represents our contemporary spirit to open up to new ideas from dissentient people and involve new creative talent.


The Magic 100

During this project we talked to (over a) 100 Dutch citizens, thought leaders and experts who were kind enough to share their input; ‘The Magic 100’. Besides a number of Dutch citizens, some of the many experts we involved were: Sjoerd Raaijmakers (Vice NL); Karin Swerink (LINDA.); Anna Nooshin (influencer); Frits Huffnagel (Castro Communicatie); Kim Putters (Sociaal Cultureel Planbureau); Howard Komproe (Cabaretier); Alexander Klöpping (Blendle); Bo The (Boomerang Create); Lucien Spee (Stichting Amsterdam Gay Pride); Sil Geurtsen (EndeMol Shine); Rick Brink (Minister van Gehandicaptenzaken); Berna Toprak (Women Inc.); Emma Wortelboer (BNNVARA); Nicky Bruining (FunX); Tim Vermeulen (Dutch Design Foundation); Conrad van Tiggelen (NBTC Holland Marketing); Chris Heijdenrijk (Sail 2020); Simone Weimans (NOS), Lanette Lanting (Kinderraad).

The Magic 100 bij DWDD

Talk to us

We are happy to tell you more

Leonie van Mierlo

Senior Strategist

Hein van Es


Claire Bloemendaal

Senior Connector