Case
Goodbye campaign: Frenkie de Jong
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Client
AFC Ajax
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Service
Concept, Campaign, Design, Social
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Date
2019
Activate the ‘for the future’ claim by wishing Frenkie de Jong good luck in a unique way.
Transfer Frenkie de Jong
On July 5th 2019, Frenkie de Jong was officially presented at his new club FC Barcelona. The Dutch midfielder had excelled over the past couple of seasons at AFC Ajax, so they wanted to do something special to send him on his way.
A driving billboard in Barcelona
AFC Ajax rented a bus and placed a photograph of de Jong on the side, as well as the hashtag #ForTheFuture and 'Good luck Frenkie'. Besides that, they'd also bought the advertising rights for an entire page in Spanish publication Mundo Deportivo and Catalan newspaper Sport in order to wish their former starlet luck at his new club. The campaign was distributed in collaboration with 433, the biggest football community in the world.
Groundbreaking player departure
The campaign was quite the spectacle and almost unheard of when it comes to player departures. Even Mundo Deportive noted that this had never been done before in their newspaper.
