Wesley EK TOTO | Key Visual — Darren Smith Photographer

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Darren Smith is an Amsterdam-based photographer whose work explores the intersection of identity, ritual, and social environments, focusing on how individuals construct and perform presence within collective contexts.

Since 2016, his work Mayflies is a photographic series that continues to evolve on temporary communities, ritual time, and the construction of identity. The project is regularly expanded.

WESLEY SNEIJDER EK TOTO

Key Visual, OOOH, & POS

Client: TOTO
Agency: TBWA / NEBOKO
Creative: Billy Witbraad, Jasper Dijks
Retouch: Leonard van Vliet

To celebrate the Netherlands' return to the European Championship after seven years, TOTO teamed up with football legend Wesley Sneijder and 90s hardcore icons Charley Lownoise & Mental Theo to create a nostalgic, high-energy campaign. A music video mixed football, happy hardcore, and Dutch fan culture, with Sneijder rapping and showing off his signature "hakken" dance moves. The campaign quickly became a cultural phenomenon, generating massive PR, social engagement, and fan participation through music, influencers, branded tracksuits, and user-generated content. It became TOTO's most talked-about campaign ever.

Shot at Allard Studios, Amsterdam.

IDEA: By combining Wesley Sneijder's iconic status with the nostalgia of 90s happy hardcore, the campaign transformed a betting brand into a cultural moment. Instead of traditional football advertising, it invited fans to celebrate, dance, dress up, and become part of the campaign.