An integrated campaign that built cultural relevance through rereleasing an iconic HI-TEC shoe, worn by late president Nelson Mandela while he fought for freedom.

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One of SA’s most beloved shoe brands, HI-TEC, approached team Hoorah to create a unique Nelson Mandela Day campaign. Much of Madiba’s long walk to freedom was spent in his HI-TEC tennis shoes, and to us, this symbolised “Freedom Shared”. HI-TEC aimed to empower more South Africans to walk in Madiba’s shoes, so we crafted a creative concept that would ultimately raise money for the Nelson Mandela Children’s Fund by auctioning off a pair of limited edition Freedom 67 sneakers. To support the launch, generate traffic and promote awareness, we created a Snapchat filter that virtually recreated Madiba’s walk to freedom. Users walked through key milestones of Madiba’s journey and eventually wore the shoes in Augmented Reality. Hoorah also linked HI-TEC with a diverse range of influencers, created and rolled out digital content on socials and activated in-store demos and POS videos.