Prime Video’s documentary Parels van Amsterdam (Pearls of Amsterdam) follows 3 talented players from football club AJAX. To make all fans aware of the launch, we created a hunt through the club’s hometown Amsterdam.

Renowned artist collective Kamp Seedorf created a limited series of artworks, inspired by the Pearls of Amsterdam. At the blue carpet premiere of the show, Jurriën Timber, Devyne Rensch and Ryan Gravenberch signed the pieces that made them unique collector’s items, that all fans want to have. The creation and signing of the art pieces were the teasers for the real campaign: the HUNT. 

On launch day we released 3 art works per hour on different locations in Amsterdam. Fans and influencers went hunting through Amsterdam, creating a social buzz for the show (and the hunt). Within 5 minutes after release, art works were picked up by fans who proudly shared their victory. If you love AJAX there’s no chance you haven’t heard about the hunt.