Real campaigns for real people

The result is a campaign that relates to the market - without pushing an unobtainable image.

For Redbat, the new sports fashion label launched by Sportscene (a division of the Foschini Group), this creative approach has proven to be hugely successful. "The Redbat brand has become extremely popular in the two months since its launch at select Sportscene Stores nationwide. RIOT created an instore and print campaign, which our customers could relate to, using real people with real stories to tell," says Teresa Lourenco, Redbat brand manager.

According to Andrew Franks, Creative Director at RIOT, they felt that this particular market didn't need another clothing label promising them instant good looks and coolness. Instead they focussed on real people. Forgoing the tradition of using models and unrealistic characters, the campaign creates heroes out of real people. Rather than trying to achieve coolness, it promotes people to be confident and cool as who they are. "We felt that this approach would reflect a brand that does not dictate to the market, but lets the market speak for itself. The market will see their interests expressed through the brand," concludes Franks.