McDonald's

During the World Championship McDonald's came with a special McMenu and asked us for a typical Dutch soccer incentive. We came up with an orange soccer shawl with the strange text: LAND HUP! HUP HOL. One of the most famous Dutch soccer songs is 'Hup Holland Hup!'. We rewrote the song and changed it into 'Land Hup! Hup Hol' which still doesn't make any sense, but we also added two zippers on each side of the shawl. This meant that when the person next to you has the same shawl you can 'zip-up' and the text 'Hup Holland Hup!' reappears again. That's why we called it De Sosjaal (The Soshawl)