Together with ajax and adidas, we launched the new kit for the season 15/16. The most unique feature on the shirt is on its sleeves. It symbolizes where the team is from and who they are playing for - the city and the people of amsterdam. The launch was the perfect opportunity for ajax to demonstrate how they feel about the city and give back to those who support the team.

We gave 5 local stores the exclusive right to reveal and give away the shirt a few days before it goes on sales in regular sport shops. But they weren't give away that easily - amsterdammers had to take on a "ajax special" challenge.

To tease the public, we also create 5 portrait films about the shop owners and their stores. all die-hard ajax fans.

 

FILMS

SOCIAL POSTS

Heet avondje bij New Draver. Maar wel een smakelijk nieuw #Ajax-shirt rijker. #wijzijnamsterdam

A photo posted by AFC Ajax (@afcajax) on

Role: Concept, Art direction, 

Executive Creative Director: Ben Hartman
Art Director: Thomas Jullien
Copywriter: Wawa Wang
Client services director: David Van Gene
Director: Rutger Geleijnse