A02. Rebrand / Refresh of an existing Brand: Consumer / Corporate / Non-profit
Entrant
WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
Idea Creation
WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
Media Placement
MINDSHARE Amsterdam, THE NETHERLANDS
PR
WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
Production
NEW AMSTERDAM FILM COMPANY, THE NETHERLANDS
Credits
Name
Company
Position
Mark Bernath, Eric Quennoy
Wieden+Kennedy, Amsterdam
Executive Creative Directors
Evgeny Primachenko
Wieden+Kennedy Amsterdam
Creative Director
Al Merry, Craig T Williams
Wieden+Kennedy Amsterdam
Creative Directors
Hannah Smit
Wieden+Kennedy Amsterdam
Art Director
Christopher Cryer
Wieden+Kennedy Amsterdam
Copywriter
John Felipe
Wieden+Kennedy Amsterdam
Director
Joe Togneri
Wieden+Kennedy Amsterdam
Head of Broadcast Production
Javier Perroud
Wieden+Kennedy Amsterdam
Agency Producer
Lizzie Murray
Wieden+Kennedy Amsterdam
Studio Manager
Steele Bonus
Wieden+Kennedy Amsterdam
Designer
Malia Killings
Wieden+Kennedy Amsterdam
Designer
Hiro Ikematsu
Wieden+Kennedy Amsterdam
Editor
Stephane Missier
Wieden+Kennedy Amsterdam
Planning Director
Anna Leonte
Wieden+Kennedy Amsterdam
Junior Planner
Jocelyn Reist
Wieden+Kennedy Amsterdam
Communications Planner
Kathryn Addo
Wieden+Kennedy Amsterdam
Communications Planner
Amber Martin
Wieden+Kennedy Amsterdam
Account Director
Molly Rugg
Wieden+Kennedy Amsterdam
Account Manager
Loes Poot
Wieden+Kennedy Amsterdam
Project Manager
The Campaign
For 46 years, the Netherlands Women’s National Football Team have been known as ‘de Oranje Leeuwinnen’ - the Orange Lionesses. It’s what they’re called by the press, by their fans and by themselves. But for 46 years, they’d worn a lion as their crest. We worked in partnership with Nike and the KNVB (The Royal Dutch Football Association) to change the national team’s crest from a lion to a lioness .It was the first time Nike collaborated with a football federation to change a national logo.
Creative Execution
The lioness crest was designed to retain the original look and feel of the lion crest. The change aimed to be subtle enough to respect Dutch football heritage and keep both crests in the same “family”, while being bold enough to show a progression and be obviously female.
The change was supported by the Royal Council and approved by governing footballing bodies to be applied to all match kits moving forward.
The crest was also applied across a wide range of campaign collateral. From ‘stadium’ jerseys, special edition kit boxes, t-shirts, retail signage, event installations and even the team bus.
Indication of how successful the outcome was in the market
The campaign saw success across press, engagement metrics, product demand, and culture:
- Press described the design as “simple, brilliant and empowering” with coverage from the likes of Buzzfeed, Its Nice That, and DeZeen.
- Campaign events were attended by 360+ fans and media and the film’s completion rate was highest among our target audience, reaching 1.1M.
- Demand for Women’s Football product on Nike.com is up 360% vs. last year.
- The work had significant cultural impact, with the crest being unveiled in front of the Dutch Royal Palace and minted onto official coins & stamps.
- The energy was contagious - the Dutch-hosted UEFA Women’s Euro 2017 saw a new record set for attendance of a women’s football match in the Netherlands (+21K) and was the the most watched Women’s Euro in history.
During the Women’s EURO 2017 tournament, Nike wanted to put women’s football in the spotlight for the first time and provide young Dutch female athletes (13-17 year olds) with a message to rally behind.
To further understand our audience, we interviewed 20 Dutch females between the ages 13-16 about their perception on women in sports in the Netherlands, the culture of football in the Netherlands and barriers to the sport. From the interviews, we learned Dutch women have a distinct mindset and attitude (bikkel - a word used to define someone with grit and will), which ultimately led to our strategic point of view and creative platform.