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Publicis Amsterdam fought off three agencies to land The Orange Fund communications business across The Netherlands.
The Orange Fund, established in 2002 as a national gift to celebrate the Royal wedding of Prince Willem-Alexander and Princess Máxima, was created to encourage social community initiatives that improve and create social infrastructure. Projects include building new community homes and helping immigrant women to understand Dutch culture.
Each year the Orange Fund provides financial support to some 1,500 organisations nationwide.
Publicis has been briefed to deliver a brand positioning strategy and integrated communications campaign for the brand ‘Oranjefonds’ (Orange Fund) as well as Orange Fund projects ‘Beste Maatjes’ (a national project to connect buddies to people in need of help) and ‘NL Doet’ (national project to connect companies to projects needing support). The campaign will roll out later this year.
Jack de Graaff, CEO Publicis Amsterdam commented, “We are proud to partner Orange Fund – which does so much to build and foster communities across The Netherlands. It’s an exciting brief to work with.”