#CampaignRadar: Grid launches #HopeJoanna campaign
#HopeJoanna is a campaign and a movement that traces the challenges South Africans have faced in recent times, and how we have always used hope to imagine and build a better future. South African band Freshly Ground lends its voice to Eddy Grant’s 1988 song to make it unmistakably South African and 21st Century.
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Grid, the creative agency that produced the campaign, describes the creative process: “Those who watch the creative closely will note that… we have juxtaposed moments of creativity with archival footage. Not only that but, in many instances in recreating some of the historical moments, we have used the actual locations to ensure a high level of authenticity. As the team that put this work together, it gave us a chance to reflect personally on the journey we have travelled over last 30 years, and quite frankly much of it was awe-inspiring. It’s a reminder to all South Africans that our hard-won freedom needs to be cherished and built on.”
This is why, the agency says, the payoff line, “When We Have Hope, We Have Everything” is more than just a campaign slogan. “It perfectly captures the social DNA of South Africans and best explains the use of hope as the fuel for a better tomorrow.”
Credits (supplied by agency)
Project & title: #HOPEJOANNA
CCO: Nathan Reddy
CEO: David Cohen
ECD: Clinton Bridgeford
Creative directors: Lauren Schewitz, Jan Hendrik Labuschagne
Art director: Marais Janse van Rensburg
Account management: Jessica Wilkins
Agency producer: Santa Asbury
Production house: Bomb
Producer: Gavin Joubert
Director: Teboho Mahlatsi
Post production: The Upstairs Ludus
Editor: Andrew Trail
Final post facility: The Upstairs Ludus
Sound engineer: Miquel / Rob Schroeder
Sound studio: Robroy Music
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