Cheryl Hunter (shelflife at’s weekly pick of all things new — product, packaging, design, insight, food, décor and more!

  • adidas creates it own game
  • Castrol launches the Vuvu-Lyza
  • A new wave of colour from Canon

Handing the power to athletes

Sports brand adidas is challenging athletes to see their idols differently through global stars taking a leading role in the brand’s “Create Your Own Game” campaign from 72andSunny. Bradley Stern, director brand activation, adidas Emerging Markets South, spoke to Shelf Life about the inspirational 90-second film that challenges those who defy the norm and set out to create their own path — the next generation of creators — to ‘unfollow’ their heroes.

Comments Stern: “adidas understands the power of and propagates the use of top athletes to create brand awareness and brand advocacy. However, in this leg of the Sport 15 campaign, the brand wanted to encourage young sports participants to change the game by bringing their own uniqueness to sport, rather than copy what the stars are doing, thus being creators of the new.

“Sport belongs as much to the top athlete as it does to the young freestyler on the street, who brings a youthful flair to sport, unhampered by rules and regulations. Typically, we are witnessing this creative play in sports like football and basketball, where the streets are creating ‘a new game’ as a result of the flair of the participants. So, in short, it is not a change but rather highlights the younger creator who is influencing the nature of the game from the streets.”

“Create Your Own Game” is a new chapter of Sport 15, representing a shift in how adidas communicates as a company, driven by the brand’s mission to be the world’s best sports brand.

According to Stern, the best athletes have the ability to use all of their experiences — good, bad or indifferent — to empower them for the future: “That insight was something Adidas wanted to inject into its ‘brand narrative’.”

The brand began its ‘revolution’ in football with the launch of its Ace and X boots in June 2015: “adidas has always been the leading brand in football innovation and, working with top coaches such as Pep Guardiola and Jose Mourinho, they have identified that the game has changed and instead of previously defined player types or positions, modern football teams nowadays need only two types of player on the pitch — those that cause chaos and those that control everything. The game changers and the play-makers. The best managers, players and minds have spoken — football has changed.”

Stern believes the new campaign has created a sharper, more-focused brand — not only on being a top performing football entity but being embraced as a cool brand that appeals to the young urban player who loves the game: “Football today isn’t about standing by and watching others people’s greatness. It’s finding your own path, and removing any obstacle in the way to reach it.”

Vuvu-Lyzas make soccer safer

Castrol and Ogilvy & Mather Cape Town have created multi-purpose vuvuzelas that ensure drivers arrive home safely — by combining the breathalyzer and the vuvuzela into the Castrol Vuvu-Lyza.

This invention is meant to give drivers who attend soccer a safer experience when they have a night out.

After the game, drivers blow their Vuvu-Lyza: green means go; red means they are above the legal drinking limit and should not drive.





Canon’s ColorWave comes to South Africa

Canon’s Océ ColorWave 700 printers have landed in SA after being launched in Europe in February this year, where they scooped the iF Product Design Awards 2015.

CW700 4Roll Printer FSLAccording to Prakash Naidoo, national product manager for Canon SA’s Business Imaging Group, the printers were built to deliver the highest-possible productivity in the smallest-possible footprint, producing an exceptional range of creative applications with minimal user training in almost any business environment.

“It is a highly capable all-rounder to suit high-volume and high-demand environments while remaining easy-to-use and intuitive. Its versatility, combined with an easy-to-use interface, high resolution and speed, means that businesses can really start being creative and expand their products and services to new profitable areas.

“Our local customers already use ColorWave printers as central workstations for their businesses, from printing full-colour technical drawings and illustrations to large-scale poster campaigns. The Océ ColorWave 700 expands on this, adding more potential applications such as personalised wallpaper printing.”

The printer features cloud integration, multiple user support, secure workflow, optional built-in scanner and a range of integrated output options.


Cheryl Hunter

Shelf Life is’s weekly column covering all things new. Notify us of yours at shelflife at marklives dot com. Want to sponsor Shelf Life? Contact us here.

Cheryl Hunter (@cherylhunter) has written for the South African media, marketing and advertising industries for more than 15 years. A former editor of M&M in Independent Newspapers and contributor to Bizcommunity, AdFocus, AdReview and the Ad Annual, she has also produced for various television networks and currently consults on communication strategy and media liaison.


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