Breaking Boundaries

Challenge
Develop a European Championship activation for the National Postcode Lottery, with which the brand appeals to young audiences.
Approach
In collaboration with The New Originals, we designed a fan shirt that exudes both style and durability. The campaign launched this unique shirt.
Impact
The campaign touched the young audience: at the launch of the shirt, a row quickly formed that went around the corner — and even across the bridge. This is how the fan shirt became the symbol of European Championship fever for a new generation.
Deliverables
For the Breaking Boundaries campaign, we were responsible for the creative concept, the entire content production and the collaboration between the Postcode Lottery and The New Originals.
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Pim
Pim Berentzen
Your creative partner

Pim is Commercial Director and co-owner. He builds bridges between brands, people and ideas. Whether it's a first encounter or a long-term vision — you're always in a good conversation with Pim. He ensures that creativity and commercial results go hand in hand.

Service
Creative campaigns
Client
National Postcode Lottery
Year
2024
Breaking Boundaries
Breaking Boundaries
Breaking Boundaries
Breaking Boundaries
Breaking Boundaries
Breaking Boundaries

Together with the National Postcode Lottery and The New Originals, we pushed boundaries during the 2024 European Championship. With a limited edition T-shirt made of recycled polyester, we brought together a new generation of fans of Dutch football. Breaking Boundaries.

“No, I don’t think the Orange feeling is outdated. It’s just not being nurtured enough. Its coolness could also use a boost. (..) I think a collaboration like this between the National Postcode Lottery and clothing brand The New Originals (and On A Daily Basis as an agency), who have made a remake of the legendary Orange shirt from ’88, is great.” Marco Jongeneel - founder of vijf890, in Adformatie, June 2024

Pim Berentzen
Your creative partner

Pim is Commercial Director and co-owner. He builds bridges between brands, people and ideas. Whether it's a first encounter or a long-term vision — you're always in a good conversation with Pim. He ensures that creativity and commercial results go hand in hand.

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