Description
Dutch telecom company Odido is redefining sports sponsorship with "The Meaningful Logo," replacing its logo on athletes' suits with personal messages from their loved ones. Instead of traditional branding, Odido is using its media visibility to create deeper connections between athletes and their supporters.
As part of this year-long initiative, the company invited friends and family to secretly submit messages of encouragement to Dutch national team short track skaters. These heartfelt messages were then printed on the skaters’ suits, offering them extra motivation as they compete on the ice. Odido also plans to extend this approach across multiple sports, making sponsorship more meaningful.
This professional campaign titled 'The Meaningful Logo' was published in The Netherlands in February, 2025. It was created for the brand: Odido, by ad agency: TBWA\NEBOKO. This Design and Experiential media campaign is related to the Other and Sports industries and contains 3 media assets. It was submitted 10 months ago.
Credits
Advertising Agency: TBWA\NEBOKO, Amsterdam, The Netherlands
Senior Art Director: Tjeerd Buntsma
Senior Copywriter: Oscar Flinterman
Senior Creative: Tuomas Karvonen
Head of Creative Innovation: Dani Polak
Chief Creative Officer: Darre van Dijk
Executive Creative Director: Erik Falke
Executive Creative Director: Dennis Baars
Brand Director: Matthijs van Schie
Senior Strategist: Pien Eijsvogel
Brand Manager: Su Ling Tan
Production Company: MAKE, Amsterdam, The Netherlands
Producer: Maarten von Schmidt
Director of Photography (DOP): Tim Bleijenberg
Sound: Jeroen Spanjaart
Motion Designer: Bernat Amengual
Photographer: Shapevisions, Dennis Kruijswijk
PR Agency: TBWA\Helsinki, Helsinki, Finland
Earned Creative Director: Paula Sonne
Earned Creative: Jukka Raittila
Earned & Social Trainee: Erica Niiniaho
Client: Odido
Director of Marketing & Communications: Leo Hensen
Brand Strategist: Rindert de Lange
Manager Brand & Customer: Margaret Kreuger
Senior Sponsor Manager: Ferdi Merks
Senior Brand Manager: Nicole Vrolijk
Head of Media: Denise Noordermeer
Senior Media Manager: Eva Schröder
