SPORT / CONTENT PRODUCTION

NEW BALANCE WORN AS ONE

SIMPLE

The Proteas are one of the most diverse sports teams in the world made up of unique, independent individuals. But they’re all pulling together for a single purpose under shared values. This was the key campaign thought.

There are seven letters in the word proteas. Each letter represented a characteristic or theme that the team strives for and that certain individuals are most renowned for. All linked to the seven green shades in the new kit.

Passion. Resilience. Opportunity. Trust. Excellence. Authenticity. Style. Used to land fearlessly independent in a Proteas context and drive sales of the new kit range as we zoned in on national team patriotism.

CREATIVE

The campaign launched with the lead commercial that saw players most associated with the values appear in compelling frames and culminated in action packed footage designed to get fans fired up for a season in the new strips. It was backed by a soundtrack created especially for the piece, performed by Ard Matthews.

Launch day also saw influencer drops lining up players with recipients from different backgrounds, with the message of the common bond for the Proteas and urging fans to keep up the support.

Standout digital saw personalized videos from Proteas players, directed in a similar manner to the drops, to fans who interacted on social platforms using #WornAsOne.

Then to round up, fans could interact at the Mall of Africa Worn As One experience ahead of the home summer series with Pakistan and Sri Lanka, where they could ‘display their passion’, ‘seize their opportunity’ and ‘pursue excellence’ at various stations, and then meet the team.