Do That Thing

I was in Amsterdam recently. 

ING, a Dutch bank, has placed an intriguing set of bright orange billboards on the airport jetways there. They launched this branding campaign a few years ago—at the beginning of 2020, just as the pandemic was gathering steam. The campaign is about “encouraging people to do more of the things that move them.”

Each of the billboards at Schiphol carries a simple message. The first one I saw said, Grandads, do your thing.

What? 

It caught my eye. I didn’t quite get it. 

And then I saw, Optimists, do your thing.

And Idealists, do your thing.

Ooh, I liked those.

Dreamers, do your thing.

Rebels, do your thing.

The billboards went on and on around the airport, on every corner, shouting out their wisdom: Instagrammers, do your thing.

Techies, do your thing.

Movers and shakers, do your thing.

They were so Amsterdam. 

It’s what I love about that city. Amsterdam is charming and diverse—people from over 150 different nationalities live there. The average resident speaks 3.2 languages. The city is known for being welcoming and quite egalitarian. We were there just before Pride Week, and they had flags everywhere that said “you are included” and "love freedom being you.”  

If you had freedom to be you, if you are truly included, what would your billboard say?

Backpackers, do your thing.

Sun seekers, do your thing.

Globetrotters, do your thing.

I remember my son Duncan saying to me once when he was about nine, “You know how writing is your thing, Mommy? Hockey is my thing.”

You may have a life-long thing—something that has followed you your whole life. Or it might be just your thing now. Your thing can change. It’s not always static. 

Fifteen years later, other things capture my son’s attention—not so much hockey. These days, it’s more about music. He can tell me the years that all of his favorite songs came out, and when he first started following different artists. I can’t always get the young man to reply to my texts, but he texts me songs from Spotify that he thinks I’ll like. Or he’ll create a new playlist for me. It might be called “Happy Mother’s Day” or “For Mom” playlist. (It’s the best kind of gift.)

When we align with what brings us joy, we are in our groove. We are more connected to ourselves. We touch that freedom to be truly who we are.

Tina Fey said once, “Do your thing, and don’t care if they like it.”

What’s your thing? 

Even that thing is something others don’t like, or don’t understand? And how can you do more of it?

Thanks, IHG. 

Thanks, Amsterdam. 

Keep reminding us all who we are.

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