Wake The Town
Gear Seven/Arc Studios/Shift
Contemplative Reptile
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High Five: South Africa


ECDs at TBWA\Hunt Lascaris, Keith Manning and Carl Willoughby, give a more personal twist to High Five as they reflect on some of their own work they wish to make more of

High Five: South Africa

We’ve chosen five projects that each have a unique way of connecting with customers in a locally and circumstantially relevant way. South Africa has an incredibly diverse audience, so we united audiences by finding human insights and experiences that brought them together, even in the strangest of times. Whether it’s dealing with Covid-19 frustrations, feeling excluded internationally or just trying to find something to smile about, we managed to tap into each audience while staying true to each brand, industry and communication medium...

MTN - 'One More Push!'

Agency: TBWA\Hunt Lascaris
Production: Darling Films
Post: Mushroom Media

Covid-19 has challenged us like never before - the fear, grief, uncertainty, mask fatigue, loneliness and sheer exhaustion of it all. Halfway through 2021, as Africa’s Covid-19 vaccine rollout kicked into gear, we could all sense that better days were coming. But we weren’t there yet. So the continent’s biggest telco, MTN, set out to inspire Africans from all walks of life to play their part in taking back control. The campaign has a simple message: if each of us can put up with the hard stuff just a little longer - the masks, the social distancing, the daily struggles - soon we won’t have to. So come on, Africa. Just 'One More Push!'

Nissan - 'Shwii'

Agency: TBWA\Hunt Lascaris
Production: Produce Sound
Post: Sting

I love this campaign because it’s truly South African. It uses technology as a way to overcome a cultural issue around the erosion of indigenous languages because AI and voice assistants don’t favour these languages. Shwii is essentially a platform hack where we managed to re-record directional instructions on the navigation app Waze to deliver Zulu commands to our Zulu speaking audience. It’s a celebration of language and really gives previously marginalised South African cultures a voice.

Nissan x Spotify - 'Rugged Redefined'

Agency: TBWA\Hunt Lascaris
Production: Darling Films
Post: Post Modern Studios

South Africa is one of the most racially diverse countries in the world. When Nissan launched their new Navara, we needed to appeal to every ethnicity, as well as to city slickers, off-roaders and everyone in between. But how do you appeal to everyone and still make it personal? With one of the most personal things of all - music. Which led to our next problem: how do you choose the perfect track for so many diverse music tastes? By partnering with Spotify, we got to choose all of their 70 million songs. We carefully created edits, designed to work with the specific BPM of all different music genres. Using Spotify’s streaming intelligence, users then had their most loved songs matched to our epic driving ad. Meaning that every person got to experience the new Navara paired with their favourite music. Talk about the perfect road trip playlist!

MTN - 'Bok Rituals'

Agency: TBWA\Hunt Lascaris
Production: Sting Content Production x Lampost Productions
Post: Sting Content Productions

South Africans love rugby, and with the British and Irish Lions coming to our shores, we could finally see the world champs play again. But due to Covid-19, none of the die-hard fans were allowed at the stadiums. So we dug deep into the game-day rituals fans took part in when watching the game at home and explored them with fun, engaging, stylised content pieces. These not only got people amped for the games, but also matched the optimism of our client and Springbok sponsors, MTN.

Sportingbet - 'I Don’t Watch Enough Football'

Agency: TBWA\Hunt Lascaris
Is there such a thing as too much football? We don’t think so. And for our client Sportingbet, we set out to prove that football fans watch very little football. Introducing a mobile site that helps you watch more football by proving mathematically that you’re not watching enough...

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TBWA Hunt Lascaris Johannesburg, Wed, 08 Dec 2021 11:15:30 GMT