Bleed Orange. Or in Dutch: Bloed Oranje. This was the Local World Cup Campaign for the Dutch National Team. A callout to both player and supporter alike that kicked-off with an attack on Amsterdam’s 'Dam Square' the night before the Official World Cup Draw. The campaign haemorrhaged all sorts of ‘Bloed Oranje’ ideas that all sorts of people contributed to: Films, animations, posters, retail spaces, murals, art comps & exhibitions, canal building projections, graffiti, social media, every other conceivable thing – even unauthorised T-Shirts being sold on the interwebs! Which was all great, except the Spanish bled harder and beat us in the final. Oh, why all the ‘tape’ art direction? We stole it straight from Dutch culture: The night before 'Queen’s Day' celebrations Dutchies mark out their street stall turf with tape and write the word BEZET – taken!