MarkLives #AdChamps of the Month [Jun 2020]
by Kyle de Waal & Morgan Botha. Here’s our latest choice of South African campaigns that’ve connected and engaged with us during lockdown: Capitec’s sound of South Africa, Grid Worldwide’s homage to mothers, JCDecaux’s united Africa campaign, City of Cape Town’s long-distance love letter, and Stella Artois’ restaurant and bar initiative.
Watch our #AdChamps, #Campaigns and #CampaignRadar playlists on YouTube!
As a country, music is often what unites and brings us together. South African musicians, K.O, Msaki, J’Something and the Q Twins, together with Capitec, have managed to capture all that we’re struggling with but with the positive spin that South Africans always seem to find.
In response to the bank’s challenge to compose a song of hope using crowd-sourced lyrics from from social media — with the promise to donates proceeds to the Solidarity Fund — these five artists came up with “Rainbow” during alert level 5 lockdown. The song was still sitting at no. 1 on the South African Radiomonitor chart (as measured on RAMS) last week — a month after release; peaked at no. 23 on the iTunes South Africa top 100; and the #rainbowchallenge trended on Twitter for three days in a row after the song was released.
Comments K.O, project lead producer, “Everyone was a great sport when it came to putting this together. It’s a lot more challenging that the normal process, since we had to take people’s feedback into consideration and try to craft something lyrically that would really resonate. At the same time, we had the challenge of lockdown and having to record from our homes and use WhatsApp as a virtual studio essentially. It definitely makes my top 5 list of one of the more-interesting projects I’ve been a part of.”
Project leads: Matthew Smith, Thabiso Ntando
Social media: Matthew Carmichael-Green, Lyle Khan
Project team: Lizanne Strauss, AJ van der Merwe, Edwin Lloyd, Andre Scheun, Liezl Mc Carty
Lead designer: Armand Fourie
Lead agency: Atmosphere Communications
Project lead: Bukelwa Monqo
Project team: Chandre Matlala
Rainbow: K.O, J’Something, Msaki, Q Twins
Music: Surprise Ndimande, Leslie Molefe, Ntokozo Mdluli, Tsholofelo Moremedi
Lyrics: Ntokozo Mdluli, Joao da Fonseca, Asanda Lusaseni Mvana
Publishers: Gold Tea Productions LLC/BM, Skhanda Republic / Sheer Publishing, Sony Publishing, Universal Publishing
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Happy Mothers Day. Pt 1 of 4. This industry was raised by an invisible force: mothers. Always from a place of love, you were our first critic and our first supporter. And to the moms in the industry: you perform the most elaborate balancing act of our time. Moms have been our captains since day one, and without them our industry would not be what it is today. We love you, mom. #mothersday #mother #investmentcreative #grid #gridworldwide #g_in_culture #ginculture #makeitmeansomething #culture #createmeaning
B2B companies rarely celebrate Mother’s Day beyond an Instagram post, so seeing this Mothers of Industry campaign — a play on “captains of industry” — from an agency itself was a very human experience. Also, many of us didn’t have a chance to be with our mothers this year and this was a reminder of the incredible people who’ve “done more for us than anyone else in the world”.
Sharing photos of their employees as children with their mothers made a loud declaration that Grid considers and remembers the human aspect of running such a large company. It inspired many people to reconnect with their moms while maintaining social distance, too, and share beautiful childhood memories with each other and the world.
Comments Masego Motsogi, Grid Worldwide MD, “Unfortunate as this period has been, it has also given us the opportunity to look at things a little differently and perhaps with greater depth. Ordinarily, we wish mothers in the agency a good day. This time around, we took a deeper look and decided to take it a level up and show appreciation to those who gave birth to the talent. It has both been eye-opening and endearing, connecting us all even more.”
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Happy Mothers Day. Pt 3 of 4. This industry was raised by an invisible force: mothers. Always from a place of love, you were our first critic and our first supporter. And to the moms in the industry: you perform the most elaborate balancing act of our time. Moms have been our captains since day one, and without them our industry would not be what it is today. We love you, mom. #mothersday #mother #investmentcreative #grid #gridworldwide #g_in_culture #ginculture #makeitmeansomething #culture #createmeaning
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Happy Mothers Day. Pt 4 of 4. This industry was raised by an invisible force: mothers. Always from a place of love, you were our first critic and our first supporter. And to the moms in the industry: you perform the most elaborate balancing act of our time. Moms have been our captains since day one, and without them our industry would not be what it is today. We love you, mom. #mothersday #mother #investmentcreative #grid #gridworldwide #g_in_culture #ginculture #makeitmeansomething #culture #createmeaning
Ad agency: Grid Worldwide
Chief executive officer: Adam Byars
Chief creative officer: Nathan Reddy
Executive creative director: Paul Hinch
Creative team: Ayesha Kaprey, Andre de Jager
Project management team: Grid Culture Committee
PR director: Sasha Kupritz
From JCDecaux Africa comes a reminder that we’re all united, even while separated by social distancing. The outdoor advertising group has invited brands to participate on its digital roadside billboard campaign by altering their logos with the South African flag and sharing their message of unity. So far, over 30 companies and brands have participated. This initiative covers Gauteng and the Western Cape in South Africa but a similar campaign is also being flighted in nine other African countries, including Nigeria, Tanzania and Zambia.
Outdoor agency: JCDecaux Africa
Acting sales & marketing director: Lélanie Butler
Explains Enver Duminy, Cape Town Tourism CEO, “With this campaign, we are reminding potential visitors what Cape Town has to offer and everything that visitors have to look forward to. You may not be able to dive into our oceans right now or laze on our shores; you can’t explore our wine farms or eat at our award-winning restaurants or be face-to-face with our locals; but we want you to know that we are still thinking about you and, when the time is right, we’ll be here ready to welcome you in true Cape Town style.”
— Love Cape Town (@lovecapetown) June 5, 2020
ICYMI: Check off all the activities you’ve done and comment if you got a BINGO.
— Love Cape Town (@lovecapetown) May 17, 2020
Brand: City of Cape Town
Agency: Cape Town Tourism
MarkLives will publish a full credits list once we receive one from the creative agency. At the time of publication, the list wasn’t yet available.
Times are incredibly difficult for everyone in the food services industry, with many restaurants, bars and local foodie spots closing their doors forever — but it’s not too late to offer a helping hand.
The Rally for Your Bar and Restaurant campaign by Stella Artois is a wonderful initiative for assisting our favourite hangouts. Anyone may participate by nominating their favourite spot (if it’s not already part of the campaign), then buying a voucher that will be redeemed once we can patronise restaurants and bars again. Stella Artois will then top up that purchase by 50%, which is incredibly generous. If you’re fortunate enough to have some spare cash, this is one way to ensure your favourite spot is still around when lockdown ends.
Brand: Stella Artois
Agency: DraftLine AB InBev
ABI project leads: Estee Burger, Sifiso Pule, Fred Frankel, Marsha Kumire, Vaughan Croeser, Vijay Govindsamy, Christo Geldenhuys, Ruan Kleynhans
Head of studio: Amy Beck
Chief creative officer: Neo Segola
Executive creative directors: Nigel Matthews, Loyiso Twala
Creative director: Glenn Kisela
Art: Siyabonga Mabaso, Jermaine Stallenberg, Jacques du Plessis, Jamie van Wyk
Copy: Gregory Walker, Connor Weber
Multimedia: Warren Kieser, Dewan Meyer
Head of digital products: Laurelle Simonetti
Accounts: Danyal Ismail
Strategy: Tavonga Musingarabwi
Producer: Puleng Khabutlane
Channels of influence: Deshnie Govender, Khanyo Siyobi
Sound engineer: Nathi Luthango
Performance: Silas Lekgoathi
- Columns | #AdChamps – Kyle de Waal & Morgan Botha
- #OpenForBusiness — Radar
- #CoronavirusSA — Radar
- #CoronavirusSA – Special Section
*Stella Artois credits added at 9.29am on 21 July; Grid Worldwide credits updated at 3.53pm and #SongOfHope credits at 10.38am on 10 June 2020.
Who are Kyle de Waal and Morgan Botha? We are two young-at-heart millennials trying with all our might to break the mould of the stereotypical ‘all millennials are the same…’ because — after all — we’re all just people. Together with the editors of MarkLives.com, we enjoy finding ads worth watching and talking about, and then showcasing them here in our new monthly MarkLives column, #AdChamps.
If you’re involved in making South African or African advertising that’s smart, funny and/or engaging, please let us know at firstname.lastname@example.org.