Online and Offline activation & Commercial
Adidas and Ajax wanted to give back to Amsterdam. So for the launch of the new shirt, local entrepreneurs got the opportunity to be the very first to give a few away.
I made a careful selection of shops who by their very nature, contribute to the heart and soul of Amsterdam and its soccer team: Ajax.
Through a few teasers/portraits of the stores and their employees which we ran on social media, we gave a heads up to the fans of what was about to happen the next day. Fans were given sometimes as little as 15 minutes to get to one of the stores on the day itself.
Many love the club so much that they left their coolness at the door and ordered the “Ajax Special.”
Without knowing what would happen or even if they would win anything, they accepted the challenge. The ones who nailed it, won the new Ajax shirt.