#CampaignRadar: Coronation celebrates the last 25 years
“Trust Every Day” by ad agency, Net#work BBDO and directed by Sunu Gonera of Egg Films, looks back over the past 25 years through the lens of a South African family. The timeline mirrors that of Coronation, which first opened in 1993 and whose history is interwoven with that of South Africa. It tells the story of how, through it all, Coronation has worked to earn SA’s trust.
According to Wendy Bergsteedt, Coronation marketing director, “2018 marks Coronation’s 25th anniversary as a proudly South African company but it wasn’t simply about looking back. We wanted to empathise with South Africans going forward — to connect with a creative idea that celebrates this milestone, entrenching our ethos of trust while building on our prior campaign’s deep understanding of just how hard our clients work for their money.”
It’s quite a thing, says Mike Schalit, creative chief and co-founder of Net#work BBDO, to remind South Africans of where we’ve been. “To think we even started our agency in those crazy times and look where we are today, as people and as a country. When one looks back over the ups and downs of the last 25 years, it’s a timely reminder about perspective, that actually every day, no matter the day, is an opportunity. Especially in this case from an investment point of view.”