Bavaria, a brewery in The Netherlands, has gained international attention with a guerilla advertising campaign involving women in orange mini skirts at the FIFA World Cup. FIFA has strict guidelines relating to advertising, protecting the interests of the companies that have invested heavily in sponsorship rights, including Budweiser. Bavaria launched a television commercial in The Netherlands featuring orange-clad football supporters, and releasing the DutchDress, a mini skirt, as merchandise. Thirty women smuggled their branded dresses into the game between The Netherlands and Denmark in South Africa but were promptly escorted out, with two “ringleaders” kept in custody pending trial.
Click on the image below to play the DutchDress commercial in YouTube (HD)
Click on the image below to play the ambush video in YouTube (HD)
The Dutch Dress ambush campaign was developed at Selmore, Amsterdam, by creative director/copywriter Poppe van Pelt, creative director/art director Diederick Hillenius, copywriter Kim Triesscheijn, art director Jarr Geerligs, client services director Olivier Koning, account director Vincent Breedveld, working with Bavaria marketing manager Frenkel Denie and brand manager Jeroen Vonk.
Further work was done by art director Daniel Sytsma and account manager Emily Kroes at Achtung, art director Revi Bloemendaal, copywriter Kees Albers, account manager Ruud van der Bergh, and executive producer Peter Colee at X-Ingredient, strategist Marloes Nabben and copywriter Hannah de Groot at Don’t Tell Mum, copywriter Erik Pas and art director Marco Sluijter, and designer Olcay (OJ) Gulsen at Supertrash.