They Call Us Leeuwinnen
Nike
Issue 47 | June 2018
Agency
Wieden+Kennedy Amsterdam
Production Team
Executive Creative Director: Eric Quennoy Executive Creative Director: Mark Bernath Creative Director: Evgeny Primachenko Creative Director: Craig Williams Art Director: Hannah Smit Copywriter: Christopher Cryer Director: John Felipe Head of Broadcast Production: Joe Togneri Producer: Javier Perroud Studio Manager: Lizzie Murray Designer: Steele Bonus Designer: Malia Killings Editor: Hiro Ikematsu Planning Director: Stephane Missier Junior Planner: Anna Leonte Communications Planner: Jocelyn Reist Group Account Director: Kathryn Addo Account Director: Amber Martin Account Manager: Molly Rugg Project Manager: Loes Poot PRODUCTION COMPANY: NEW AMSTERDAM Director: John Filipe Director of Photography: Noel Schoolderman Producer: Laura Hannewijk Executive Producer: Jelani Isaacs EDITING COMPANY: Wieden+Kennedy Editor: Hiro Ikematsu AUDIO POST: GRAND CENTRAL Sound Designer/Mixer: Raja Sehgal MUSIC: Artist / Title: Michael Kneebone Buzzstar, Music Company: Toolbox Audio: POST PRODUCTION: GLASSWORKS AMSTERDAM Flame: Hugo Rodriguez, Kyle Obley Colorist: Matt Hare Producer: Dave Moore
Date
July 2017
Background
Dutch football may be experiencing it’s darkest times, well at least the men’s team. The women’s team, however, has been experiencing an upswell of energy and excitement. And without any real support or exposure. This environment has fostered a unique mindset in women’s football in the Netherlands - especially among young girls. A mindset forged away from shiny stadiums, spotlights and endorsements. A mindset of girls who have pure love for the game. With Netherlands hosting the UEFA Women’s Euro 2017, Nike wanted to celebrate this unique mindset, elevate women’s football, and inspire all Dutch female athletes. The project’s budget was around €150k and ran across all of The Netherlands.
Idea
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. The idea was to work 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.
Results
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 the 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 most watched Women’s Euro in history.