VAN GILS PROUD TAILOR OF KNVB AND SUPPORTER OF WILD LIONS
| Title | VAN GILS PROUD TAILOR OF KNVB AND SUPPORTER OF WILD LIONS |
| Brand | VAN GILS |
| Product/Service | MENS FASHION |
| Category |
A02. NON-FICTION: SERIES OR FILM |
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Entrant Company
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ORCHESTRA Amsterdam, THE NETHERLANDS
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Contributing Company
|
ORCHESTRA Amsterdam, THE NETHERLANDS
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Media Agency
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BRANDWEBBING Utrecht, THE NETHERLANDS
|
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Production Company
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BRENNINKMEIJER & ISSACS Amsterdam, THE NETHERLANDS
|
Credits
| Ramon Stalenhoef |
Orchestra |
Creative Director Copy/Concept |
| Mischa Schreuder |
Orchestra |
Creative Director Art/Digital |
| Bela Stamenkovits |
Orchestra |
Executive Creative Director |
| Ed Stibbe |
Orchestra |
Managing Director |
| Martijn Amendt |
Orchestra |
Account Director |
| Marlyn Barends |
Orchestra |
Designer |
| Jelani Isaacs |
Brenninkmeijer/Isaacs |
Executive Producer |
| Sander Brenninkmeijer |
Brenninkmeijer/Isaacs |
Producer |
| Jeroen Hofman |
Jeroen Hofman Photography |
Photographer |
| Ramon Tiernagan |
Kings Of Silence |
Music Artist |
| Ernst Teule |
Kings Of Silence |
Music Artist |
| Roel Boorsma |
Brenninkmeijer/Isaacs |
Producer |
| David Leite |
Brenninkmeijer/Isaacs |
Producer |
| Bryan Little |
Brenninkmeijer/Isaacs |
Cameraman |
| Wouter Van Luijn |
Brenninkmeijer/Isaacs |
Editor |
| Kevin Kimman |
Brenninkmeijer/Isaacs |
Editor |
The Campaign
Holland is a media consumption nation. Content is all around us and it’s regulated, but not on a high scale. If a small men’s fashion brand as Van Gils Fashion wants impact during and before the FIFA World Cup Football in Brazil, they need to come with something extra special. All channels in all media are screaming for attention and want to add a piece of World Cup to their brand.
Results
The challenge:
Men’s fashion brand Van Gils became the official clothing supplier of the KNVB, the Royal Dutch Football Association. This means Van Gils proudly provides a special collection of formal and informal wear to the Dutch national football team and their fans during the FIFA World Cup in Brazil.
The strategy:
Van Gils believes that clothes make the man, but so do great stories; “No Stitch, No Story”. We needed to connect this brand mentality to the sponsorship.
The concept/execution:
We found the answer in an icon that connected the Van Gils brand mentality with the KNVB and all Dutch fans: A real lion! A lion is Holland’s national symbol and also represents the logo of the KNVB. So what if we put a real lion together with a real man wearing a Van Gils KNVB suit…?
The world of Van Gils consists of real men with stitches and stories. Like Kevin Richardson, the lion whisperer. Him taking care of wild lions and having a special relationship with them, makes him a unique Van Gils ambassador for the KNVB sponsorship campaign.
For every Van Gils KNVB suit that was sold, 50 euros went to the Kevin Richardson Wildlife Sanctuary. Van Gils became the proud tailor of KNVB and supporter of wild lions.
To get this message across we developed a viral that raised awareness all over the world. We filmed and photographed a world’s first: Playing football with wild lions. No Photoshop, no image manipulation or other tricks. Except for great moves by Kevin Richardson.
The branded content created for Van Gils is unique. A world's first: playing football with wild lions. An online viral seeded via YouTube, Vimeo, editorial content and a handful of video banners just in Holland. After the launch the viewings of the viral went crazy. From Japan to Canada and from the States to UK everybody wanted to have the content on their own channels (TV and online).
The content isn’t just commercial, because Van Gils wanted to do something good as well. This helped to get the message of the sponsorship, special collection and supporting lions to the audience.
* With a very limited budget the small brand created a lot of awareness with unique branded content.
* Over 10mln Dutch people were reached (source: BrandWebbing media agency)
* Over EUR 500,000 of Dutch media value via PR (source: Coebergh PR agency)
* All KNVB suits were sold out even before the World Cup started!
* The viral reached over 4 million views on different online players and it was shown on TV in Holland and other countries.
* The amount of Facebook friends grew from 5,000 to over 120,000.
* Online stats: site traffic rate +133%, conversion rate +113%, sales rate +114%.
* The support of the lions created a lot of free publicity and goodwill for the brand and a financial injection for the Wildlife Sanctuary.
* Overall a great kick-start for the new relationship with the KNVB.