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Bleed Orange

2010-03-03

Today we continued our campaign for Nike and the Dutch National Team through its “Bleed Orange” manifesto.

The “Bleed Orange” manifesto is the next phase of the campaign that will introduce a previously unseen swagger to the Dutch National Team and its fans.

The film continues the tape art element introduced during the Dam Square takeover in December, and builds from there, with inspirational messages taped in and around football training grounds. It focuses on the newfound resolve, unity, and determination in this year’s squad.

The film, shot by Johan Kramer, features Dutch stars Ruud Van Nistelrooy, Giovanni Van Bronckhorst, and Rafael Van der Vaart training intensely in anticipation of their World Cup effort, with the film building both visually and audibly (original music by Junkie XL) to the moment they all take the field as one.

By shooting primarily on 8mm and 16mm, both W+K and Kramer set out to give viewers a raw, voyeuristic look at what goes on behind the scenes leading up to the game. As one line in particular says – “Tears of joy are made of sweat.” Through this film, we see that belief come to life.