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KNVB goes 'Volle Bak'

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    Concept, Campaign, Design, Strategy, Video

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Campaign to reduce CO₂ in football related traffic

A new online campaign encourages supporters and amateur football players to drive to matches or training sessions together. This way, the Royal Dutch Football Federation hopes to reduce the emission caused by football traffic.


In amateur football, more than 565 million kilometres are yearly covered by car. This results in more than 48.000 tons of CO₂ emissions. Together with sustainability partners ENGIE and Volkswagen, The Royal Dutch Football Federation is fighting for less CO₂ emissions in football traffic.

Driving together

The campaign motivates teams to show a combative mentality not only on the pitch, but also on the way to it. Because driving together is not only more fun, but also a lot better for the environment. The digital campaign clearly opted for recognizable situations in football which are highlighted with humor.

In-app integration

As part of the campaign, a new driving functionality was added to the Voetbal.nl app at the start of the new football season, with more than 1.2 million users being the place to be on football players. Besides that, the campaign consists of influencer content and a six-part video series targeting different groups of drivers.

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