FNB’s You can help – the ad campaign with democratic tendencies

A social contract exists between civil society and business that demands of business to engage with communities on issues relevant to them. Conveniently, business often ignores this contract, preferring to stay close to the politically connected, avoiding ‘hard’ issues and offering little more than sport sponsorships as their part of the bargain.

Faced with the abusive vitriol aimed at even the mildest critics of government performance it’s hard to blame corporate SA from shrugging off its responsibility to actively and publicly engage with civil society on issues of national importance including government performance.

Those too young to vote are already eyeing the difficult and real issues they will inherit from their elders. They need to be heard, now, even if what they have to say to the generation in charge is not what that generation wants to hear.

There is power here. It belongs not to the ruling party, or to big business, but to the emerging political activism of a generation born free. Their day is coming. FNB simply acknowledges this.

Animating Absa

The Jupiter Drawing Room (Jhb) set out to create a campaign that would differentiate the bank from its competitors in every sense and take into account Absa Capital’s positioning of ‘Born to Redefine’. The 60 second television commercial features exquisitely intricate animation. The team was headed up by Jonathan Deeb – creative director – and all animation was carried out by McGuff.

Domestos takes a new angle in fighting germs

“Consumers saw Domestos as a strong, multi-surface, multi-purpose germ killer, yet the TV commercials always made the toilet the main battleground when it came to fighting germs,” says Rui Alves, executive creative director of Domestos agency Lowe Bull. “Research showed however, that consumers used Domestos everywhere, not just in the toilet, which formed the basis of the new creative concept.”

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