By Jonny Murch on 07/07/2022

Redtorch has won Best Entertainment, Leisure and Travel Campaign at The Independent Agency Awards. 

The global research, digital and creative agency received the award for #WeDontPlay - their Tokyo 2020 Olympic and Paralympic campaign for Federation Equestre Internationale (FEI).

The campaign was also Highly Commended in the Best Use of Social Media category. 

“Massive congratulations to the Redtorch and FEI team. We really loved the Equality, Diversity and Inclusion aspect of #WeDontPlay with its focus on the Paralympics and the activation at the Ebony Horse Club in Brixton,” said Awards judge Trip Advisor’s Global Head of Media Operations Jacquie Pelosi. 

“We are incredibly proud of this achievement. Redtorch’s purpose is about making sport more relevant to more people and thanks to the effectiveness of this campaign, we were able to achieve exactly that,” said Redtorch Creative Director Matt Weiner. 

“A monumental amount of work went into this campaign from both the Redtorch and FEI teams – so it’s brilliant to see it get this recognition,” said Redtorch CEO Jonny Murch. “We look forward to continued success with our partners and friends.” 

Campaign results  
9.7m engagements (+870% compared to Rio2016) 
260,000 new social media followers (+160% above Rio) 
35% increase in Google Search compared to Rio 
You can read more about #WeDontPlay here