TheSwitch and 72andSunny Create a Culturally Relevant Badge of Honour by Repurposing Dutch Tiles

TheSwitch, the Social Enterprise committed to accelerating the transition to green energy, fostering social inclusion and championing technical craftsmanship, is back to unveil their latest campaign. 

Created in collaboration with creative partner 72andSunny Amsterdam, "Tiles of the Sun" is focused on a narrative of talent, tradition, and the energy transition. 

In this new campaign, 'Tiles of the Sun' honours the hard-working technicians who tirelessly work (come rain or shine) to facilitate the energy transition, whilst promoting innovative ways to identify and nurture the essential talent needed to drive forward climate change solutions. Currently, in the Netherlands, more than 50.000 vacancies remain unfilled to efficiently combat climate change.

TheSwitch believes that a sustainable future requires a sustainable form of entrepreneurship – operating both as a training institute and an installation company as they stay committed to making a difference not only through the installation of solar panels, car chargers, and other green energy products, but by also providing free training and a job opportunity for talented people with a refugee background.

To bring attention to this mission, TheSwitch and 72andSunny created a culturally relevant badge of honour – repurposing Dutch tiles in traditional ‘Delfts Blauw’ style into a celebration of the craftsmanship the Netherlands needs. 

The handcrafted and painted tiles are made by artisans from the Haarlinger Tile factory using techniques originating from 1598. The depiction of a solar panel installer itself builds on a rich tradition of the traditional blacksmith, sailer, tailor and carpenter – craftsmen and women who built up the Netherlands.

To bring this campaign all together, the tiles will be gifted to businesses and households that engage TheSwitch for the installation of solar panels, batteries, char chargers and insulation – to stand as a symbol of gratitude for their support of the mission and as well as a reminder of their contribution. Additionally, TheSwitch invites the general public to be apart of this campaign by purchasing the commemorative tiles; All proceeds from the sales of the tiles will be invested in training programs and certification of new talent at TheSwitch.

“Our design approach with Tiles of the Sun was to marry tradition with innovation, celebrating Dutch heritage through meticulously handcrafted tiles while signalling The Switch's commitment to a sustainable future. By repurposing these traditional Dutch tiles into badges of honour, we're transforming our workers into ambassadors of renewable energy. It's more than just a design; it's a sentiment encapsulating purpose and tradition. In 'Tiles of the Sun,' we're weaving together threads of tradition and innovation, crafting a narrative that resonates deeply with Dutch heritage while propelling us forward into a future powered by renewable energy. Each hand printed and unique tile symbolises The Switch commitment to sustainability, reflecting not just a shift towards solar adoption but also a dedication to uplifting communities and rewriting the story of Dutch craftsmanship. It's more than just a short-term project; it's a movement, a legacy in the making.” said Masaya Kochi, design director, 72andSunny Amsterdam.

These tiles are more than just decorative objects; they are badges of honour for those who contribute to our mission. By embracing the Dutch tradition of tile-making, we're not only preserving a piece of cultural heritage but also adapting it to convey a powerful message about the role of craftsmanship in achieving sustainability" said Federico Fusco, co-founder The Switch.