Campaign details

Brand: Amsterdam ArenA
Agency: Leene Communicatie

Background

The Amsterdam ArenA is home stadium to AFC Ajax, as well as play stadium for the Dutch National Soccer team and host to countless national and international mega-events. It is December 2016. Amsterdam ArenA announces the replacement of stadium seats that have served their purpose for twenty years. At the start of 2017 the stadium embarks on the project. From the start of 2018 the Arena will be entirely coloured in Ajax-red/white/black. A long-cherished wish of their fans is taking shape. But: What to do with over 53,000 used stadium seats?