Freedom Campaign Gets Hi-Tec Accolades
In a full of ways to improve, from productivity methods to marketing guides, it’s a real advantage to have a way to celebrate a job well done. In the world of marketing, celebrating a job well done pairs well with industry-wide recognition.
The Hi-Tec Freedom Shared campaign has received lots of recognition. Among their accolades for the project are the Creative Circle Awards for Integrated Campaign category and New Generation Awards where they were nominated in five categories (Best Integrated Marketing Campaign by an Agency / Best Augmented Reality Marketing Campaign by an Agency / Most Viral Campaign by an Agency / Best Online PR Campaign / Best Influencer Marketing Campaign by an Agency) and won the “Best Augmented Reality Marketing Campaign by an Agency”.
Hi-Tec was also nominated at this year’s Loeries for their Hi-Tec Freedom Shared campaign for two categories including Product Design and XA1A – Integrated Campaign. As always, the Loeries remain highly competitive, with entries from across the country.
The Hi-Tec Freedom 67 sneaker campaign that was launched in 2021, honoured the late Nelson Mandela on Mandela Day by launching a sneaker. The Freedom 67 is adapted from Hi-Tec Wimbledon, the sneakers that the late former president of South Africa wore in 1990. The brand brought back the sneaker in a more modified way under a new name, Freedom 67.
When an opportunity to auction the sneakers came in 1996, Frank van Wezel, the founder of Hi-Tec put in a winning bid for the pair. Due to its significance, the Hi-Tec team treated the project with the utmost thought and dignity.
The Hi-Tec team was thrilled by the nomination as it was a big achievement for the brand and the team. Louise White, Integrated Brand Manager at Hi-Tec South Africa says, “We are incredibly proud of the team that worked on this project for doing influential and impactful work!”
In 1995, President Mandela founded the Nelson Mandela Children’s Fund (NMCF) and its mission is to address the challenges the children of South Africa face on a daily basis. Hi- Tec pledged to donate a portion of each pair sold to the NMCF “The number one goal and priority of this campaign is raising funds for the NMCF” said Andrea Engelbrecht, Head of Marketing of Hi-Tec South Africa.
For the campaign, Hi-Tec also created lots of talkability and engagement on social media. To support the Freedom Shared campaign, Hi-Tec called on the help of ambassadors including Trevor Stuurman, Khaya Dlanga, Karabo Poppy, Jimmy Nevis and Proverb, who all stand for unity and diversity, and live their lives according to Mandela’s legacy.