Shield - Be The Next Champion - Combined Partners - Key Visual
Shield, the deodorant brand, is all about providing their consumers with protection against wetness and odour so that their consumers are free to move and strive towards achieving their goals confidently. To drive this sentiment Shield used soccer as the platform to communicate with the male consumers. Globally Shield partnered with Chelsea FC and locally with Orlando Pirates FC.
In 2018 Gorilla Creative Media was tasked with driving the second year of Shield's local soccer talent search. Players from across the country put their best foot forward for a chance to train at Chelsea and win a contract to play for the Orlando Pirates MDC team for a year.
The journey of the talented, young hopefuls was documented in a 9 part TV segment that was aired on national television.
The response from the South African youth was amazing.
The campaign went on to win several advertising and branding awards and accolades which include:
Smarties EMEA - Promotion: Bronze
Smarties SA - Cross Media: Silver
Assagais - Direct Response Mass Media: TV, Print, Out-of-home and Radio: Bronze
Assagais - Social Media: Leader
Assagais - Social Media: Leader
Shield - Be The Next Champion - Campaign
