Roland DG wins SABRE Award for Dress Release Campaign


Roland DG wins SABRE Award for ‘Dress Release’ Campaign


Roland DG EMEA’s “Dress Release” campaign, which showcases the benefits of the Texart XT-640S-F printer, has won the Technology: Hardware category at the 2022 SABRE Awards.

The campaign, conducted in collaboration with Roland DG’s EMEA PR agency, Fight or Flight, aimed to “show not tell” garment printers across Europe just how dextrous and adaptable Roland’s textile machines are by printing a press release design - incorporating vibrant colours to show off the printer’s ink capabilities, and motifs which paid homage to Roland’s Japanese heritage - onto a dress.

The Sabre Awards recognise campaigns across Europe that demonstrate impeccable creativity. The campaign was up against projects from major brands including Dell and Nvidia, and won over the judges with its innovative idea, and great execution on a budget.

Stephen Davis, UK Managing Director and EMEA Marketing Director at Roland DG commented “We’re delighted to have been recognised for our creativity in these prestigious awards, standing out against some brilliant campaigns. The campaign is a powerful step towards showcasing our innovative textile solutions on a large scale and has earned attention across EMEA.”

Joe Walton, Founding Partner at Fight or Flight said “It was a pleasure working with Roland DG on this exciting project, which broke the B2B mold by engaging a niche audience with creativity and personality. Winning a SABRE award, in addition to a PRMoment award earlier in the year, is incredibly difficult, and the Roland DG EMEA team should be incredibly proud of this achievement.”