Wednesday, September 29, 2021 at 20:59• Mart Oude Nijeweeme • Last update: 21:10

Ajax was awarded on Wednesday evening during the Dutch Creativity Awards. The team from Amsterdam is praised for their action from the melted down championship scale and saw this being rewarded with a Golden Lamp in the ‘PR’ category during the award ceremony. The clubs also received three so-called Silver Lamps in the categories ‘Integrated’, ‘Activations & Promotions’ and ‘Covid-19’.

Ajax decided in May of this year to melt last season’s won championship shell. The 42,000 small champion stars that resulted from this benefited all season ticket holders. In this way, the club shared the championship with its supporters under the name ‘a piece of Ajax’. Due to the special football vintage, the club received a second identical scale from the KNVB, which has been added to the club’s museum, very exceptionally.

In total, 207 projects were nominated for an award from more than 950 entries. So Ajax won four of those. “Winning prizes on the field is the most important thing at Ajax, but we are also very happy with these prizes off the field,” says commercial director Menno Geelen of Ajax on the club’s website. “The promotion received worldwide attention and appreciation from fans and the football world, it is nice to see that it is also receiving praise from the world of advertising and creatives.”

Agnelli said, ‘Edwin, fantastic! But why didn’t Ajax do this to Matthijs?”

Earlier this year, Voetbalzone listed Ajax’s best marketing campaigns.Read article

“We will not melt the Golden and Silver Lamps that we receive, but we will share the appreciation with our players, staff and KNVB who were immediately enthusiastic about this special gesture to our fans. As far as I am concerned, this is a belated crown on a strange season which hopefully we will never see again”, concludes Geelen. The Dutch Creativity Awards are awarded annually to the organizations that were most creative in the field of marketing campaigns.

Ajax already won prizes at the end of last season because of the road the club has taken in the field of marketing. On April 22, the Amsterdammers were proclaimed Marketing Transformer of the Year. This is a prestigious award given to organizations that ‘have demonstrably successfully undergone a marketing transformation process or can demonstrate that an impressive transformation is underway’.