Launched in the middle June as the FIFA World Cup kicked off, creative agency Iris Amsterdam rolled out its own agency campaign to leverage Russia 2018 in the form of a set of branded, football themed orange tissue boxes.
Illustrated with some of the most iconic moments in the history of the Netherlands national team, the objective behind the ‘Dutch Comfort Boxes’ was to help the nation remember past victories and stay positive through the 2018 tournament.
One which the Dutch team had failed to qualify for.
The Dutch Comfort Boxes are created in the Netherland’s iconic national team colour orange.
They feature illustrations of previous Dutch footballing greatness: with images of Giovanni van Bronckhorst’s goal against Uruguay in the 2010 World Cup semi-finals and of Robin van Persie’s iconic header in the 2014 World Cup against Spain (which itself became one of the tournament’s most memorable memes).
The illustrator was David Flanagan: a commercial artists who has previous football experience working on designs for several club sides including Manchester City FC and New York City FC.
Hello Twitter! We're here to dry the tears of Dutch fans during this year's World Cup. Just tell us your favourite Dutch Football moment and you could win a box of tissues! #WorldCup #Netherlands pic.twitter.com/3sAFBIobvg
— Dutch Comfort (@DutchComfortBox) June 13, 2018
Hey @MarcoVanBasten, remember this moment?
We know it hurts not seeing The Flying Dutchmen in Russia. Dry your eyes with our Dutch Comfort box this summer! PM us your details and we'll send you a box! pic.twitter.com/cVy8yTsD2Y
— Dutch Comfort (@DutchComfortBox) June 18, 2018
The Dutch Comfort Boxes aren’t actually available for purchase.
Instead a select number of the limited edition boxes were made available to players, fans and influenccers across Hooland.
Plus a further strad of the campaign encouraged people to tweet their favourite Dutch footballing moment to @DutchComfortBox for the chance to win a box of tissues for themselves.
Agency creative duo Tristan Lenczner partner Simon Carr came up with the product based promotional idea.
“As lovers of Dutch football, we were just as gutted that the Flying Dutchmen aren’t going to Russia this summer,” explained Lenczner
“It’s a tough time to be wearing orange,” added Iris Amsterdam’s creative director Rachna Dhall-Haasnoot.
“But we know that our Dutch friends are up for a laugh.”
Comment:
Positioned as a practical fan utility, but possibly more of a PR stunt, it is nevertheless a timely, tongue in cheek, smart idea.
After all, Russia 2018 was the second recent major tournament that the Netherlands have failed to qualify for as it also missed out on the 2016 UEFA European Championship.
So the team’s fans were certainly in need of a little pick-me-up to help them through this year’s joyous festival of football.
This World Cup ambush isn’t the first time that Iris Amsterdam has leveraged an event and promoted itself by tapping in to contemporary culture.
Other similar initiatives have ranged from ‘Amsterdam Aqua’ (bottled canal water) and ‘Santa’s Photoshop’ (which turned the agency’s office window, which is opposite the Rijksmuseum, into an interactive social Photoshop experience for the festive season).
Links:
Iris Amsterdam
http://www.iris-worldwide.com/contact/amsterdam/
https://twitter.com/irisworldwide
https://www.instagram.com/irisworldwide/
