Cannes Lions

HOLLAND FOOTBALL

WIEDEN+KENNEDY AMSTERDAM, Amsterdam / NIKE / 2010

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Overnight in Amsterdam’s Dam Square a group of die-hard Dutch fans taped one gigantic football competition chart to the ground. Created using only 6000 meters of orange and white tape, Holland’s path to taking home the cup is clearly visible with an orange line taped through all stages on the way through the final to glory. The football Holy Grail is represented by the Dutch word ‘BEZET’ (taken) taped to the ground in the winner's spot. ‘Bloed Oranje’ is the rallying cry for the nation’s faith in their team- a plea for the team to give their all.

The ‘Tape Attack’ is inspired directly from Dutch culture, and specifically, Amsterdam’s Queens Day celebrations where people claim their street market stall space the night before by taping off an area and writing BEZET.

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