Cape ideas agency 140 BBDO and client adidas have taken top honours at the Discovery Sport Industry Awards held in Johannesburg last week. The pair took the Best Sponsorship of a sport team or individual accolade for the Orlando Pirates Black is Back campaign launched for the 2013/14 season.

Senior Brand Marketer for adidas Bradley Stern says that this is a fantastic vindication of the work done to launch the new kit alongside one of SA’s most legendary clubs, Orlando Pirates. “adidas is a proud supporter and partner to Orlando Pirates and considering the emotional return to the original colours of the team, it’s wonderful to walk away with an award recognising this, and the campaign as a whole.”

Speaking from the awards, Group Planning Director at 140 BBDO, Matt Riley said that to win at South Africa’s premier sport marketing awards showcase is an unbelievable honour. “To be judged by some of the most respected and awarded marketers in the country, and walk away with such an accolade is a brilliant achievement for the agency and adidas.”

The Back to Black teaser videos, print and collateral work boasts strong and starkly contrasting imagery to play up the heritage of the Orlando Pirates signature colour and it’s symbolism to the fans. “We were looking to really capture the unique passion of the Pirates support base and the inverted-colour technique used in the production really allowed us to do this,” says Ivan Johnson, 140 BBDO’s Executive Creative Director.

As the only South African side to make it to the final of the 2013 CAF Champions League, Orlando Pirates recorded some big results along the way while demonstrating their legendary skill in the new black adidas strip.

As part of the campaign 140 BBDO also designed an innovative online platform earlier this year to bring Orlando Pirates fans even closer to the legendary team. allinpirates.co.za, the adidas Orlando Pirates digital hub, has been designed to encourage more engagement with the club by rewarding loyal fans for their ongoing support.


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