Adidas and Cheil Worldwide-owned agency Iris have won a ‘Grand for Public Relations’ at the Clio Sport awards for their anti-knife crime campaign.
The ‘No More Red’ campaign saw Arsenal FC relegate its usual red home kit, replacing it with an entirely white strip. The team wore the piece against Nottingham Forest in an FA Cup game earlier this year.
Launched by acclaimed actor Idris Elba and football legend Ian Wright, the football club’s statement on the pitch was also accompanied by a ten minute discussion pitch side about the campaign and the issue.
While the white kit was not for sale, the campaign did give young people part of the No More Red Collective – involving ten local London charities – access to mentors, support and paid projects.
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“Whether it’s No More Red for adidas, Fast Frame innovation for the Netherlands’ Olympic team or #TheFangineer for CarNext, as a Network, Cheil’s creative approach embeds our clients’ brands in contemporary culture through ideas that move,” Cheil Worldwide global chief creative officer, Malcolm Poynton, said.
“So, we’re excited to see this work celebrated at the highest level in sport and proud that our work makes a real difference to London’s knife crime crisis, to the Netherlands’ Olympic team performance and both CarNext and Max Verstappen’s season. Thanks also to Clio Sport for recognising that the world can never have too much sport!”
The news comes months after Iris launched an innovative folding billboard to drive awareness of the release of the Samsung Galaxy Z Flip4.
