Tuesday, December 8, 2009

Johan + Nike + Orange Tape = Creativity Top Spot!

Creative superstar Johan Kramer just finished this sweet guerilla spot for Nike out of Wieden + Kennedy, celebrating the start of the World Cup tournament. Though the excitement and visceral appeal of the spot is universal (giving it Top Spot status at Creativity Online), there is a very specific Dutch element, as explained by Amsterdam Ad Blog:
The word ‘BEZET’ means ‘taken’ and is inspired by Queen’s Day (April, 30) when the Amsterdammers claim their street market stall space the nights before the actual event by taping off an area and writing ‘bezet’. The words ‘bloed oranje’ ask the Dutch to ‘bleed orange’ for their country. Usually the ‘orange’ advertising around big football (soccer) tournaments is overwhelming and not very subtle, which makes it difficult for an advertiser to stand out. This video – distributed through Nike’s websites – is therefore well timed and with its grassrooty character (reinforced by the catchy music by Dutch electro band ‘Daily Bread’) more sympathetic than your regular over-obvious ‘orange painting’. For those of you not interested in (Dutch) football; the guy at the end is Frank de Boer – assistant coach of the Dutch team.
Check out the Youtube below, or catch it on Creativity, or, obviously, Nike!