KNVB wants everyone who wants to be able to play football at a club and experience the pleasure of playing football in a team.
Wefilm has been helping the KNVB for years with campaigns that show that the KNVB is not a policeman of Dutch football, but genuinely the biggest enthusiast. They are working every day to make Dutch football even more beautiful than it already is.
Due to Covid, the number of registrations of new children at amateur associations is decreasing, while the growth of new football players is essential for Dutch amateur football. To appeal to children and parents, we focus on the ultimate dream of every child who plays football: playing in Orange.
The Dutch national team and fanatical amateur football pop icon Snelle join forces. We stimulate the fantasy of playing in Orange through the song Lemonade and a video clip. It is also the invitation to one of the Oranjefestivals: an original introduction to football in the spheres of the Dutch national team.
70,000 children register for one of the 508 Oranjefestivals, all over the Netherlands. It leads to an unprecedented growth in the number of registrations at amateur football clubs: 37%. The campaign even won the UEFA Grow Award because of these results.
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Oranjefestivals
The campaign hopes to inspire children to discover football, thus 'Oranjefestivals' were organised, welcoming all to local amateur football clubs.
ING has been the main sponsor of the KNVB for many years, but would also like to use its financial expertise to help Dutch football further. Research shows that it is difficult for parents of 1 in 11 children to pay the contribution. There are subsidies, but nobody knows about them.
If contribution is equally difficult, it should not put anyone offside. We celebrate all the roles and qualities of a team on and off the pitch. From the pacemaker, the mourner, to the one who puts an arm around the other. ING also takes up its role: to make help accessible, ING introduces a financial contact person at your club, who helps parents to receive a subsidy for contribution.
1 in 3 football fans knows the program and 420 football clubs in the Netherlands participate. 305 Financial contact persons have registered and more than 3,500 households are being helped with a scheme check and/or Geldfit test.
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Display
Display, specially produced for footballclun De Valk. Display, speciaal gemaakt voor voetbalvereniging De Valk
Campaign in print advertisement
OOH
Out of home visual campaign.
Credits
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Client
- ING
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Concept
- Wefilm Concepts
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Creatives
- Martijn de Jong
- Wouter Keijzer
- Janna Stolp
- Marius Gottlieb
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Director
- Bram van Alphen
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Client Lead
- Britt Kenter
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Producers
- Arjen Oosterbaan
- Annemijn Boon
- Eleanora de Rijke
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Fotografie
- Bram Schilling
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Offline edit
- Marvin Said
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Post productie
- The Compound
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Sound
- Freek Vrijhof
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Muziek
- Massive Music
As the biggest fan of Dutch football, the KNVB is proud of amateur football, which is celebrating its 130th birthday. How do you pay tribute to all amateur footballers? By honoring what all footballers are most proud of: their jersey.
We are developing a collector's item jubilee shirt, and KNVB employees will exchange shirts at every amateur club in the country. The result: the largest collection of amateur shirts ever. In a film we hang all those shirts on an endless washing line, and national coach Koeman goes back to his first club to exchange a shirt.
The KNVB is sometimes seen as the police officer of Dutch football, this initiative created many beautiful, positive encounters between KNVB and clubs. The anniversary shirt hangs on the wall in countless football canteens, in Zeist you can view the largest collection of amateur shirts in the world.
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The shirt
The celebration shirt: one limited edition shirt with all designs from all amateur shirts.
The trade
To accumulate the largest collection of amateur shirts worldwide, the celebration shirt was swapped at multiple Dutch clubs, enabling this remarkable collection.
Credits
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Client
- KNVB
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Concept
- Wefilm concepts
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Creative director
- Roel Welling
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Strategy
- Ruben Cusell
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Creatives
- Ruben Cusell
- Hugo Keizer
- Tom Rijpert
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Director
- Tom Rijpert
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Producer
- Emeline Bakker
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DOP
- Job Kraaijveld
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Edit
- Nick Rozenberg
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Color
- Captcha
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Director shirt launch film
- Dennis Lubbers
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Director
- Koeman film
- Ruben Cusell
No sport appeals to such a wide and diverse audience as football. Talent and passion for football knows no skin color, age or background. Football is for everyone and it connects. Yet racism and discrimination on and around the football field remains a major problem. #OneLove focuses on this connection, precisely because of its diversity.
As a counter-reaction to ugly chants among supporters, we make a supportive counter-song that the supporters can use to combat discrimination. We rewrite a popular song into a positive One Love supporters song: “Our football belongs to everyone”. Sung by none other than supporters themselves. With this we show that football belongs to and for everyone and we create something that sets a positive tone."
Credits
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Client
- Onelove
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Client responsible
- Marije Uiterwijk
- Chantal van der Walle
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Concept
- Wefilm Concepts
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Creatives
- Janna Stolp
- Ruben Cusell
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Director
- Colin Huijser
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Client Lead
- Senne Hartskeerl
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Producer
- Koen van der Knaap
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Production manager
- Annemijn Boon
KNVB is proud of women's football in the Netherlands and the achievements that have already been made. At the same time, it is (only) 50 years old. So we're on our way, but we're not there yet. A tribute can help women's football further and give it the new attention it deserves.
We pay tribute to women's football through a powerful film that uses recognizable football music in a new and raw form: Netherlands Oh Netherlands."
Credits
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Client
- KNVB
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Client Response
- Chantal van der Walle
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Concept
- Wefilm Concepts
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Creative Director
- Ruben Cusell
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Director
- Masha Osipova
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Client Lead
- Senne Hartskeerl
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Producer
- Beau van Assem
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Post-production Producer
- Maaike Raat
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Production Manager
- Nico Lou Vos
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Production assistent
- Joost Koppenaal
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DOP
- Christiaan van Leeuwen
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Sound
- AMP Amsterdam
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Edit
- Alex Pieterse
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Grading
- Dennis Lubbers
Wesley Sneijder is one of the greatest in Dutch national football. Playing 134 matches in the national team, scoring 31 goals and highly decisive in 6 tournaments. He holds the record for most caps and was our captain for years. How do you pay a tribute to such a legend?
The most iconic moment of his career is his header against Brazil at the 2010 World Cup, which he celebrates by tapping his forehead. To honor Wesley, we went to visit his coaches, colleagues and family to go back to that moment. And honor Wesley by applauding him the Wesleys. By tapping our forehead.
Wesley and his family are shown the film in the center of the Arena. As the film ends with Andre Hazes jr. singing live, the crowd in the Johan Cruijff Arena took over the tapping on their head. And from there it fueled social media to do the same."
Credits
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Client
- KNVB
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Concepts
- Wefilm Concepts & KNVB
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Directors
- Ruben Cusell
- Wouter Keijzer
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Executive producer
- Bas Welling
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Creative director
- Roel Welling
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Producers
- Allen Grygiercyk
- Annemieke Boschma
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DOP
- Rob Hodselmans
- Jack Westerlaken
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Interviews
- Claudio de Oliveira Marques
- Renate Verhoofstad
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Montage
- Pelle Asselbergs
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Music and sound
- MassiveMusic
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Grading and online
- Gerhard van der Beek