On retirement from international rugby, club commitments took Smit to the UK without a chance to say farewell to fans. After retiring from all rugby, a Sharks testimonial game was arranged along with a benefit dinner. Smit did not want the proceeds; he wanted to launch a charity - the John Smit 111 Foundation to help those in need.
The Durban team of creative director Mike Mina, reinforced by Elton Arnot, Marc Fielers and Tracey Gawler, was called in to launch the foundation and maximise awareness, as Smit (nickname Barney) bowed out. 'Army' was added to the nickname and the agency developed a battle plan from there. It then launched a Barney's Army Facebook page and website.
A Twitter campaign then mobilised Smit's 40 000 followers. His fan base and those of other sporting personalities created further buzz. Fans signed up for Barney's Army while content from Smit kept the public informed. The agency added outdoor executions, while SuperSport drove TV exposure by promoting its live coverage of the game.
Colleagues added extra colour, by designing the Army's unique camouflage jerseys. Only 111 shirts were made, with 22 going to Smit's team. The rest were auctioned with proceeds going to the foundation. The camouflage livery was added to his 4x4, prompting further exposure.
The strategy was to turn Barney's Army into an international campaign able to attract ongoing charity funding. Following that iconic Barney's Army testimonial game, it looks as if campaign objectives are being met.
Smit has not handed out campaign medals yet, but he came with a citation. He said of the creative input, "I can't take credit for the Barney's Army campaign. It was a TBWA\Durban initiative; one I totally supported and was really excited by.
"The military idea of gathering the troops and going forward with a sustainable brand to keep the foundation alive was inspiring."
