The Lioness Crest

The project’s budget was around €150k and ran across all of The Netherlands. 

The campaign saw success across press, engagement metrics, product demand, and culture: 
● Press described the design as “simple, brilliant and empowering” with coverage from the likes of Buzzfeed, Its Nice That, and DeZeen. 
● Campaign events were attended by 360+ fans and media and the film’s completion rate was highest among our target audience, reaching 1.1M.  
● Demand for Women’s Football product on Nike.com is up 360% vs. last year. 
● The work had significant cultural impact, with the crest being unveiled in front of the Dutch Royal Palace and minted onto official coins & stamps.
● The energy was contagious - the Dutch-hosted UEFA Women’s Euro 2017 saw a new record set for attendance of a women’s football match in the Netherlands (+21K) and was the the most watched Women’s Euro in history.

To further understand our audience, we interviewed 20 Dutch females between the ages 13-16 about their perception on women in sports in the Netherlands, the culture of football in the Netherlands and barriers to the sport. From the interviews, we learned Dutch women have a distinct mindset and attitude (bikkel - a word used to define someone with grit and will), which ultimately led to our strategic point of view and creative platform. 

The lioness crest was designed to retain the original look and feel of the lion crest. The change aimed to be subtle enough to respect Dutch football heritage and keep both crests in the same “family”, while being bold enough to show a progression and be obviously female.

The change was supported by the Royal Council and approved by governing footballing bodies to be applied to all match kits moving forward. 

The crest was also applied across a wide range of campaign collateral.

Dutch football may be experiencing it’s darkest times, well at least the men’s team. The women’s team, however, has been experiencing an upswell of energy and excitement. And without any real support or exposure. 

This environment has fostered a unique mindset in women’s football in the Netherlands - especially among young girls. A mindset forged away from shiny stadiums, spotlights and endorsements. A mindset of girls who have pure love for the game.

For 46 years, the Netherlands Women’s National Football Team have been known as ‘de Oranje Leeuwinnen’ - the Orange Lionesses. It’s what they’re called by the press, by their fans and by themselves. But for 46 years, they’d worn a lion as their crest. We worked in partnership with Nike and the KNVB (The Royal Dutch Football Association) to change the national team’s crest from a lion to a lioness.