Kyocera
#wegotyourbacks
Agency: dieselbrook brand consulting
Art Direction
The Challenge
In 2014, Kyocera secured a high-profile associate sponsorship of the Cell C Sharks rugby franchise. In a saturated sponsorship landscape, the primary hurdle was to move beyond mere logo placement on a jersey and transform a passive association into an active brand driver. The goal was to build brand salience by creating a meaningful connection between a document solutions provider and a passionate, consumer-heavy rugby audience.
The campaign required an idea that could bridge the gap between Kyocera’s corporate reputation and the emotional energy of Super Rugby. We needed a campaign that wasn't just visible, but distinctive enough to cut through the noise of competing sponsors and establish a proprietary space in the minds of fans and business partners alike.
The process
The campaign was built on a strategic play on the physical placement of the Kyocera logo: the lower back of the team jersey. I led the Art Direction to translate this tactical detail into a powerful brand promise: "#wegotyourbacks." This concept moved the sponsorship from a financial transaction to a narrative of support, reliability, and partnership, aligning perfectly with both the team's spirit and Kyocera’s core business values.
We didn't just design for the stadium; we built a cross-channel ecosystem, including a dedicated microsite, social content, and experiential activations – something for every touchpoint.
The solution
The final activation was a multi-layered campaign that turned a back-of-jersey logo into a Distinctive Brand Asset. By owning the "support" narrative through the #wegotyourbacks hashtag, we created a conversational hook that lived beyond the match day. This linked Kyocera’s brand with support for The Sharks, effectively increasing brand recall and interaction across their target B2B and consumer segments.
