Brand strategy, communication strategy, art direction, design, copywriting, video production, social media.
Brand strategy, communication strategy, art direction, design, copywriting, video production, social media.
Brand strategy, communication strategy, art direction, design, copywriting, video production, social media.
Brand strategy, communication strategy, art direction, design, copywriting, video production, social media.
What the hell is a HYKO?
Hyko is South Africa’s first Padel Brand and a year ago, they presented us with a challenge: “Assist us in peddling our Padel Rackets and Balls across the vast expanse of South Africa”. “Certainly” we replied, “It’s going to be tough, you’re up against ten or eleven established players in the market … some of them are big hitters”.
"Anyone who can drop a pair of puns like that in a single sentence must possesses the mettle to navigate this trial … we eagerly anticipate your response." If we were to play by our competitor’s rules, the only way to win a battle in that field was to out-spend Hyko’s competitors regarding media buying, in-store positioning and expensive endorsement deals … something the brand couldn’t afford. And so … our response was to go against what each competitor seemed to have in common – brand communication fixated on moulding consumers into fiercely competitive athletes. We decided to be true to the spirit of the sport – to have fun instead.
