Viaplay - Brand Campaigns 2025

In a sense, sports are the heartbeat of society. A weekly rhythm shared by millions - whether on the pitch or off it - coursing through stadiums, communities and countries alike. In 2025, our love for the world's most important side issues became work as we began collaborating with Viaplay, home to some of sport's greatest competitions.

Scandi powerhouse Viaplay are the Dutch go-to for all things Formula 1, Premier League, Bundesliga, PDC Darts and more. They were looking to reframe the brand as a full-on sports streamer throughout the year. As their creative agency, we helped shape that shift, starting with a comprehensive brand campaign in March that included a pitch-perfect pay-off and a TV commercial featuring the four-time F1 world champion.

Anticipation is everything in Formula 1
Sports are ruled by rituals. Pre-match drinks, proudly wearing your team’s colours, showing up week after week come hell or high water. Those shared habits travel through families, friends and generations, and were at the core of our Formula 1 campaign. A story we moulded around the pre-season. For fans, the stretch between seasons is filled with excitement and speculation. For athletes - and the team at Viaplay - it's all about preparation. We captured this shared state of anticipation with fans, presenters and Max Verstappen. As Formula 1 entered its 75th season, the first leg of the campaign placed Viaplay right at the heart of that suspense.

Premier League: The Dutch Touch
With Formula 1 in the rearview mirror, we kept Viaplay's momentum high as the new Premier League season neared. Timing played in our favour. This season, the most prestigious league in football is more Dutch than ever, with an unprecedented wave of Oranje talent lighting up the pitch - from Tijjani Reijnders to Gravenberch, Xavi and Micky van de Ven.

We built the story around a nationwide celebration of what we call the Dutch Touch. Together with the legendary Jaap Stam, a living embodiment of Dutch football heritage and Premier League notoriety, we turned that moment into a cohesive story. Celebrating the growing influence of Dutch talent on the holy English pitches, the campaign positioned Viaplay alongside fans, not just as a broadcaster.

Brand refresh
In tandem with the campaign work, we refreshed Viaplay's visual identity. After a thorough design study, that refresh became all about the logo's main characters: the pink gradient and the V. We wrapped the letter around athletes and used it to frame world-famous faces and sporting history. The updated pill-shaped logo has room to breathe, and a new border system unifies the brand wherever you see it, using the elastic frame as an adaptive way to inject the brand into any asset without overpowering what's inside - whether that's Max, Mighty Mike or Virgil.