#CampaignRadar: When sisters need backup #NeedaSoulSister
Client Chicken Licken, together with brand and communications agency Joe Public United, embraces women’s daily struggles to find an insightful and humorous way to market its SoulSister Party 4 meal for the first time. Produced and directed by Greg Gray of Romance Films, the campaign delivers a humorous performance by the singing Soul Sisters trio.
Inspired by the name of the SoulSister meals, the team wondered what would happen if we had backup singers in real life who could back a sister up. Styled on The Supremes, always sassy and soulful, our trio pop up in a variety of different scenarios where a woman could use some support, celebration or encouragement — when a sister needs some soul — resolving the ad with our featured SoulSister meal.
The brand deviates from its famous long-format film style, bringing the Soul Sisters to life in six 45” spots, and one 20” spot. They are backup singers in real life, there to back our sisters up. They embody women who reach out to help a fellow sister, showcasing a more-cohesive female bond where women support, shine a light on and show up for each other in various different situations.
It’s an integrated campaign approach which includes elements such as TV, social media, digital, outdoor and activations, aiming to resonate and delight.
- Campaign website: chickenlicken.co.za/soulsisters
Produced and directed by Greg Gray of Romance Films, the campaign delivers a humorous performance by the singing Soul Sisters trio. Their overall look was inspired by soul icons like The Supremes, and typical ’60s wardrobe, hair and makeup was recreated to dazzle South African audiences.
Because our concept was based on soul singers, we had to make sure our music was authentic. We worked with Adam Howard of Howard Audio, a classically trained composer and musician, to create our unique soul songs.
A bespoke wardrobe was immaculately crafted for our performers.
This is an annual campaign.
- TVC launched: 20 May 2019
- Social media launch: 3 June 2019
Not available at this stage.
Client: Chantal Sombonos van Tonder
Joe Public United (ATL & digital)
Group chief creative officer: Pepe Marais
Chief creative officer: Xolisa Dyeshana
Executive creative director: Roanna Williams
Senior art director: Natalie Walker
Senior copywriter: Jeanine Vermaak
Copywriter (supermarket): Tshepo Tumahole
Group account director: Amber Mackeurtan
Head of TV and radio: Di Cole
Production & post-production
Production company: Romance Films
Director: Greg Gray
Executor producer: Helene Woodfine
Director of photography: Paul Gilpin
Production art director: Keenan McAdam
Wardrobe stylists: Bridget Baker, Sandra Smit
Editor & company: Ricky Boyd, Deliverance Post Production
Visual effects company: Chocolate Tribe
Music company/composer/sound: Adam Howard, Howard Audio
Post-production online: Jean du Plessis, Chocolate Tribe
Post-production offline: Ricky Boyd, Deliverance
Colourist: Craig Simonetti
Head of wigs and hair: Daleen Badenhorst
Head of makeup: Marilyn Du Preez
Lead actresses: Gugu Dhlamini/Nancy Sekhokoane/Kanyi Nokwe
Choreographer: David Matamela