Over the years the Dutch have always had a strong love-hate relationship with water. With Rehall as one of only few Dutch extreme sports brands, and wakeboarding becoming one of the fastest growing extreme sports today, the focus on this project is the historical relation of the Dutch with water. To strengthen this concept, the use of Dutch proverbs is used in this short as well as in the other expressions (print).
The project title 'Keep it Rehall' derives from the saying 'keep it real'. It represents the contrast between colorfull swim/sportswear commericals shot at tropical islands and the overall Dutch weather (cloudy, grey and rainy) in which these products are used. Therefore I wanted to create a typical Dutch apparel, rough, down to earth and defensible.
For this project I created a promotional video, posters and a magazine, which to a large extent can be found below.
Proverbs loose translation:
Video: "Na regen (komt zonneschijn)" - "Sunshine comes after rain"
Poster 1: "Het aan je water voelen" - "To taste/feel it in one's water"
Poster 2: "Geen water te diep" - "No water too deep"
Poster 3: "Zo vlug als water" - "As quick as water"