Nike - DUTCH LIONESSES
The Oranje of the Netherlands had become a ‘fun’ colour in football.
Easy on the eye, unthreatening on the field. But as Van Gogh said, ‘orange is the colour of insanity.’
So we wanted to put some terror back into the national team, particularly as the 2025 women’s team was loaded with talent.
So we set ourselves an ambition, to make Oranje the scariest colour in football.
To do this we didn’t create ads, we created a flower.
Oranje Fatalis, a tulip with thorns for a team that knows how to hurt.
Agency | Wieden+Kennedy Amsterdam
My Role | Group Strategy Director