For 46 years, the Netherlands Women’s National Football Team have been known as ‘de Oranje Leeuwinnen’ - the Orange Lionesses. It’s what they’re called by the press, by their fans and by themselves. But for 46 years, they’d worn a lion as their crest. We worked in partnership with Nike and the KNVB (The Royal Dutch Football Association) to change the national team’s crest from a lion to a lioness.

We unveiled the crest change with a large manifesto in Dam Square in front of the Dutch Royal Palace. We invited 250 fans to the event and offered an exclusive Q&A with athletes.

In the days leading up to the first match, we leveraged the voices of local Dutch influencers, the KNVB and the national football team to spread our messaging and unbox special influencers kits with the new crest.

Throughout the tournament, we took over social feeds through athlete and victory tacticals. We also had on-the-ground presence in key cities like Amsterdam and Utrecht.

To cap off the campaign and celebrate the team’s epic win, we changed all Leeuwenstraats (Lion Streets) in the Netherlands to Leeuwinnenstraats (Lioness Streets).

The campaign saw success across press, engagement metrics, product demand and, most importantly, the culture:

- Press described the design as “simple, brilliant and empowering” with coverage from the likes of Buzzfeed, Its Nice That, and DeZeen.

- Campaign events were attended by 360+ fans and media and the film’s completion rate was highest among our target audience, reaching 1.1M.

- Demand for Women’s Football product on Nike.com is up 360% vs. last year.

- The work had significant cultural impact, with the crest being unveiled in front of the Dutch Royal Palace and minted onto official coins & stamps.

- The energy was contagious - the Dutch-hosted UEFA Women’s Euro 2017 saw a new record set for attendance of a women’s football match in the Netherlands (+21K) and was the the most watched Women’s Euro in history.