THIS IS HOW WE DO IT!

CLIENT: TeamNL

PROBLEM: How to make a one, united team - TeamNL - out of athletes performing different types of sports? How to make them feel proud of being part of TeamNL? 

IDEA: Let's unite them under the claim ZO DOEN WE DAT, which means THIS IS HOW WE DO IT. Let's show how do they do it by using the ZO DOEN WE DAT lockup.

MY ROLE: concept + art direction +  design + a bit of MODELING (YES!!!)

Budget was tiny and the deadline crazy ;)  We couldn't shoot ANY additional footage. Only limited existing material was available for use. But nothing could stop us. I came up with the idea to cut athletes out of the old, already shot footage. I wanted to create a dynamic, powerful world, panning from left to right. I wanted the athletes to interact with the key words, showing "how do they do it" and smashing them mercilessly.  With the help of OneSize, the production company, we created this cool brand clip!

What my favourite snowboarder said about the commercial makes me really really happy:

Cheryl Maas, Olympisch snowboardster: “De commercial is echt een coole en krachtige clip geworden. Gaaf dat ze ook beelden van mij erin verwerkt hebben. Samen met andere TeamNL-sporters kan ik zo laten zien waar TeamNL voor staat. Ik wil de hele wereld laten zien hoe prachtig mijn sport is. Ik geniet er zelf enorm van, ben blij met mijn sportleven. Door dat te delen hoop ik de rest van Nederland mee te laten genieten en te inspireren om ook elke dag het beste uit zichzelf te halen.”

And the happy client:

Thomas van Schaik, manager Marketing, Content en Sponsoring bij NOC*NSF: “Met deze campagne gaan we in 2018 de volle breedte van TeamNL laten zien; van atletiek tot zwemmen. Het hele jaar door meten Nederlandse sporters zich met de absolute wereldtop. We doen dat op onze eigen manier. Ambitieus, samen, eigenzinnig misschien. Maar we zijn trots op de onze sporters én alle oranje gekleurde supporters. Dat willen we met deze campagne graag uitdragen. Samen zijn we TeamNL, en zo doen we dat.”

Wij winnen veel te vaak voor hoe klein we zijn. Wij zijn eigenzinnig, onverschrokken en vol vertrouwen. Wij zijn TeamNL en zo doen we dat!

That's the very first rough concept of the storyboard I made for the movie, and a few style frames I prepared. 

After making the brand clip we translated the power of ZO DOEN WE DAT into the print. 

MEDAL ALARM

How to make sure that the biggest TeamNL fans know first about their team winning olympic medals?

We've came up with the medal alarm! 

Medal alarm was starting off on TeamNL app users' phones, and also on digital abris around dutch cities. Medal alarm was produced by OneSize, the production comapny.

CONTENT FORMATS

The future of advertising is internet. We spend over 240 minutes daily on our mobile devices. Our target groups are online. This is why coming up with interesting online formats, which would generate lots of entertaining content, is the goal. I came up with a few formats for TeamNL.

TOUR THE FANS

TeamNL wants to embrace the Orange Corner, which every year grows organically at the 7th corner of Tour de Franse. In order to do that, we need to bring TeamNL Fans from The Netherlands. But how to do that? Well, by bikes of course! The idea is to organise a 7 days Tour the Fans, from the Netherlands to the Dutch Corner.

31 QUESTIONS AND A MASSAGE

It's an interview format but done with a twist. An interviewer throws 31 quick questions at an athlete. An athlete at the same time is receiving a deep tissue massage.  We would keep the fast pace and don't leave time for reflections or slowing down. A ping-pong interview. And the interviewer lays below the massaging table. So the athlete is facing the interviewer.

WHO'S THE BIGGEST FAN?

Fanatic fans know everything about their idols. But... hey... do they know more than the idols' mothers?! This is what we gonna test! This format is a competition between fans and the athletes' mothers. Let's find out who is the biggest fan!

THE STREAM TEAM

We will find people who sneakily watch sport during their working hours. We will film them. Equally sneakily. Then they will get an invite for a conversation with their boss. But at the boss (who's also a sport fan)  instead of giving them a reprimand, we will hand in a sport event ticket.

THIS IS HOW YOU DO IT - PHOTOBOOTH

At the sport events we would put a photobooth. A TeamNL photobooth! In the booth fans could take selfies with the ZO DOEN WE DAT LOCKUP. To smash the letters they need to cheer up and make a lot of noise. 

Are you curious we did it in 2017?

TEAM NL - ECHT ORANJE

Please watch our case film.

For digital outdoor we created looped gifs. It shows how hard athletes work.

Thanks to special-built billboards we were bringing people closer to the real Olympic Experience.

It's not easy to fit all the TeamNL members on a single selfie! This is why we convinced them to use the pole vault stick as a selfie stick. It worked out!