Strategy, Creative concept, Campaign
KNVB, Volkswagen and Engie came together in a collaborative effort to decrease CO2 emissions in amateur football.
They asked us to come up with a witty, funny, and not too pedantic concept and film campaign. The goal was to generate awareness and make people share their rides on their way to the match. And if we could add our signature sauce of Aanstekelijk-ness® of course!
We went ‘Volle Bak’ on this comedic outing, writing and producing several sketches that played with the clichés that are custom to amateur football rides. The latecomer, the noisemaker, the (too enthusiastic) father-coach: they were all parodied in this feel-good-fun-loving campaign.
In the campaign we had one hero video that told the manifesto in a mosaic of our sketches. This video went online and was a TVC during the UEFA Euro 2020/2021.
These three bangers were part of six videos in total, that kicked off the first campaign.
During the start of the football season, the campaign targeted the several sub-groups that you have in amateur football – such as young boys, parents, female teams, etc. – and was received with a round of applause. Due to its success and positive attention, KNVB wanted to expand the territory and asked us translate the 'Hero' video into a TV Commercial that ran during UEFA Euro 2020/2021 gaining widespread attention.
But as we were campaigning, CO2 kept emitting during the football weekends.
So we had to play full press, and KNVB asked us to make a new series that zoomed in on the 'teamleaders'. The people that were responsible for their team's driving schedules. They were in dire need of a helping hand, and we showed exactly why in this new series of videos.
Awareness emissions went through the roof!
The campaign went all out to raise the awareness on the subject, and not only online and on the television. With happy-go-lucky out-of-home ads and big banners we spread our message in the country, and around the stadiums during the UEFA Euro 2020/2021 matches played at the Johan Cruijff ArenA in Amsterdam.
Turn on the radio.
Last but not least, even on DAB and FM the message was widely heard. All-in-all: this campaign – which started off as a small idea for some comedic sketches – grew into a full fledged social, TV, Radio and outdoor campaign.