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The King’s Day Collection

A guerrilla campaign calling for unity on King's Day

fritz-kola launches guerrilla campaign with Laser 3.14: limited edition King’s Day collection calling for unity.

At a time of growing societal divides, together with fritz-kola we used the unifying spirit of King’s Day to make a statement about togetherness. Teaming up with Amsterdam-based street artist Laser 3.14, we launched a limited edition vintage clothing collection that symbolizes unity — not just on King’s Day, but year-round. A campaign that reflects fritz-kola’s role as a challenger brand, blending social relevance with creative execution.

Unity Wears The Crown

We released a limited edition King’s Day clothing line featuring secondhand orange garments from Amsterdam thrift shops. Each piece was customized by Laser 3.14 with the text “Unity wears the crown,” and discreetly returned to the stores — sold for €3.14.

With this campaign, we created something that goes beyond the moment turning unity into something to wear with pride. King’s Day brings people together and with this campaign we managed to preserve that sense of connection and solidarity, even long after the music had stopped and the streets were clean again.

Who gives a $#✶♡
Building brands the NEEW way.
Why would I spend my precious time and money on it?

We always put people at the centre everything we create and ask ourselves the question: is what we’re creating truly adding value and relevant to them? Would they care to spend their time and money on it?

Is it worth talking about and would I share it with peers?

Whatever we create should be unique, ownable and distinctive. It should be worth talking about and spark conversations or provoke reactions.
It should be worth sharing as ideas people share with peers, need less paid media to become a success.

Is it a star worthy experience?

We always strive to create 5-star experiences (in the broadest sense of the word). Attractive, appealing, relevant, touching and accessible. A positive-review-magnet if you like. Executed to perfection in every touch point and in all media channels.

Why would people love it?

We build brands people love. Make stuff with impact; stuff that touches them. We find what makes them tick and give them what they love. Things they want and need or didn’t yet know they wanted or needed.