AFC AJAX
MOLTA SORT FRENKIE
Barça, enjoy the future like we do.

Ajax activated its ‘For the future’ brand positioning by wishing the departing Frenkie de Jong good luck (molta sort in Catalan) in a unique way.

On July 5th 2019, Frenkie de Jong was officially presented at his new club: FC Barcelona. The Dutch midfielder had excelled over the previous couple of seasons at AFC Ajax, and so the Amsterdam club wanted to show its appreciation in a special way.


Concept x Production

Concept

Together with AFC Ajax, we hired a bus to drive round Barcelona with his face emblazoned on the side. The bus also displayed the text, ‘#ForTheFuture’ and 'Good luck Frenkie'. In addition, the club took out a full-page advertisement in Spanish publication Mundo Deportivo and Catalan newspaper Sport with the message, ‘Barca, enjoy the future like we do’ to wish their former starlet luck at his new club. The campaign was implemented in collaboration with 433, the biggest football community in the world.

Results

The campaign was a spectacular success, not least because this kind of activity is virtually unheard of when it comes to player departures. The newspapers themselves noted that this had never been done before. In total we reached around 77 million people across the world.

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