The KNVB started the innovation program ” winners of tomorrow ” in 2015. This served as a source of inspiration for the campaign we came up with for this; ” Where heroes are born ”. The biggest footballers are born on the street. Think, for example, of van Persie and Depay. Street football players who have become true professionals. Our question is where can we find the new heroes? After a target group and trend survey, we advised to focus on YouTube and Instagram. Due to an abundance of different KNVB YouTube channels the feedback was to focus on Facebook and Instagram. But we did see an opportunity to use YouTube in a different way for the benefit of our customers. We opted for a 360 degree approach whereby we connected street football ambassadors to the project. The Youtube channel of influencer Jeand Doest known as Easy Man served as a kick-off of the project. Together with the famous street soccer players Rocky, Tom V, Easy Man and Nasser el Jackson we launched a Viral video ” where heroes are born ” see above. By placing weekly tricks and tips, there was a constant flow of activity on the Facebook and Instagram channels, and the target group also met the ambassadors and heroes from the video when offline during the events.