Nike: Bezet Tape Attack

Nike Netherlands pulls a sticky stunt in preparation for tonight's World Cup draw.

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Leading up to tonight's World Cup Draw, Nike Netherlands and W+K Amsterdam sent out a group of football fans to create a draw schedule on the asphalt of Amsterdam's Dam Square out of nothing but 6000 meters of white and orange tape. The orange path demarcates the much hoped for path to glory for the Dutch, and culminates with the word "Bezet," which means "Taken," in the winning slot. The stunt takes inspiration from Dutch Queens Day celebrations, in which people stake their claim on street market spaces with tape the night before and mark their territory with the word "Bezet."

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Dec 04, 2009
Wieden + Kennedy Amsterdam
Executive Creative Director:
Jeff Kling
Executive Creative Director:
John Norman
Creative Director:
Eric Quennoy
Creative Director:
Mark Bemath
Art Director:
Sezay Altinok
Carlos Fumari
Head of Broadcast:
Erik Verheijen
Neil Henry
Johan Kramer
Ken Rosenberg
Art Buyer:
Andrew Koningen
Art Buyer:
Annette Krutzik
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