Golf in the Netherlands was traditionally a sport predominantly practiced by older white men. However, internationally, the sport experienced a resurgence across all age categories during the COVID-19 epidemic.

This resurgence challenged the long-standing stigmas associated with the sport. As a creative team, we sought to capitalize on the renewed interest in golf. Collaborating with the Dutch Golf Association, we developed a campaign aimed at challenging the biases that young people held towards the sport. Our goal was not to reject the older audience but to position golf as an inclusive activity for everyone.

On the golf course, you won't only find older white men, expensive cars, and red-checkered plus-fours. You will find a diverse range of people, making golf a sport for everyone.