NIKE
— ORANJE FATALIS
With their last major win back in 2017, and a majority of star players now retired, interest in the Netherlands women's football team was waning. Considered nice off the pitch and unthreatening on it, the Lionesses had lost their fear factor. With the Euros approaching, we needed to give the team an identity – to give fans something to be proud about and opponents something to fear again.
Introducing Oranje Fatalis, a tulip with thorns for a team that knows how to hurt. We revised one of the nation’s most iconic symbols, creating a tulip that more accurately represented the fear factor of the team.
With rules prohibiting Nike’s presence at the tournament, we partnered with flower merchants across the Dutch capitol to get Oranje Fatalis out and into the hands of fans.
Oranje Fatalis bloomed to become the official symbol of the team, showing up in places where our ads couldn't.
Hijacking the tournament to give fans something to be proud about. And opponents something to fear.
Because why make an ad, when you can make a flower?
