Live football can be addictive
CANAL+
- campaign
As a fan of Dutch football, you're in a good place. Maybe even too good. Thanks to CANAL+, you not only get an amazing package with live TV, films, series, and sports, but also access to all matches of the Dutch league, with ESPN Compleet. So much football... that can’t be good for you, right?
From the bottom to the top of the ranking
The challenge? Football fans don't know that with CANAL+, you can watch all Eredivisie matches for the lowest price in the Netherlands. A fantastic offer, which we needed to communicate to the target audience in a striking way through an online campaign.
Drama on the pitch and screen
CANAL+ not only broadcasts films and series, but also produces them. That's why we chose a cinematic, narrative approach for this campaign. Together with director Robin Kikic, we created several online videos with the same look, feel, tension, and humor that the target audience recognizes from their favorite films and series. This way, we established a distinctive connection with the behavior of football fans.
A football legend with Humor
We made it clear that CANAL+ owns football culture by featuring icon and Euro'88 champion Wim Kieft in the campaign. A role in which he could be himself, without forced acting and showcasing plenty of self-deprecating humor. The campaign included a long cinematic video, a 30-second commercial, short edits for social media and retargeting around major matches.
Don't mess with Kieft
Wim Kieft's star appearance generated a lot of buzz on X, in trade press and mainstream media, including the popular Dutch daily show "Vandaag Inside", a target audience's favorite. "You shouldn’t joke about Kieft’s addiction," said Johan Derksen, anchor of the show and infamous for his own rude jokes. And Kieft himself? During the shoot and in the press release, he had already expressed that he appreciated the humor. Conveniently, Derksen left out that particular quote from Wim. Mission accomplished.
"Everyone who knows me knows I can take a joke. So a funny script like this is a real treat."
— Wim Kieft
We couldn't have done this without...
The leadership of team captain slash director Roby Kikic and his crew. The eye of striker and DOP Tobias van Daal, the chants from sound designer David Coehorst, the convincing dives from the entire cast, the fantastic grading from Het Kleurlokaal and the technical staff at CANAL+: Ingrid Timmer and Elske Polderman.