A new ODI shirt was launched for the Cricket World Cup and phase two of the Worn as One campaign went live in May 2019. The prominent green in the new shirt was the same shade as the ‘opportunity’ value. As a result, the campaign focused on the ‘Seize your opportunity’ theme as the creative hinged around South African’s being the best they can be and getting behind the Proteas going into the World Cup. While phase one was player focused, we turned the spotlight on ordinary South African’s as anticipation for the showpiece built with their hopes and dreams.
NEW BALANCE WORN AS ONE WORLD CUP
Fans were urged to send in messages of support, where selected messages would appear in a book that travelled with the team in England and Wales during the tournament.
The book was handed over to the team with a content piece being created from it prior to them leaving. Players were filmed reading messages of support that were published throughout the tournament tagging in the message senders. Selected messages were also published throughout the tournament
The new commercial showed ordinary South African’s across the country donning the new World Cup shirt as they strived to be the best version of themselves, while cricket fever was taking hold.
The kit was revealed at the Proteas squad announcement where the new commercial was flighted for the first time, as it replaced the previous version on SuperSport and across NB digital platforms.
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