Breaking Boundaries
Develop a Euros activation for the Nationale Postcode Loterij that lets the brand connect with a younger audience.
Together with The New Originals we designed a fan shirt that radiates both style and sustainability. The campaign launched this one-of-a-kind shirt.
The campaign landed with the young audience: at the shirt launch a queue quickly formed that went around the corner and even across the bridge. The fan shirt became the symbol of Euros fever for a new generation.
For the Breaking Boundaries campaign we were responsible for the creative concept, the full content production and the collaboration between the Postcode Loterij and The New Originals.
Together with the Nationale Postcode Loterij and The New Originals, we pushed boundaries during the 2024 Euros. With a limited edition T-shirt made from recycled polyester, we brought a new generation of Dutch football fans together. Breaking Boundaries.
“No, I don't think the Oranje feeling is outdated. It just isn't fed well enough. The coolness of it could use a boost too. (..) I think a collaboration like this, between the Nationale Postcode Loterij and clothing brand The New Originals (and On A Daily Basis as agency), who created a remake of the legendary '88 Oranje shirt, is pretty great.” Marco Jongeneel, founder of vijf890, in Adformatie, June 2024
Collaborate?
in crime
