AWARDS
New York Festivals Advertising Awards (TV/Film) – Shortlist
New York Festivals Midas Awards (TV/Cinema) – Sliver Midas
New York Festivals Midas Awards (Acting/Presentation/Narration) – Sliver Midas
New York Festivals Midas Awards (Copywriting) – Sliver Midas
New York Festivals Midas Awards (Integrated Mixed Media Campaign) – Sliver Midas
New York Festivals Midas Awards (Cinematography) – Sliver Midas
New York Festivals Midas Awards (Art Direction) – Certificate
THE BRIEF
Re-position and re-establish Absa Corporate and Investment Banking (CIB) in the market and entrench Absa’s ‘Africanacity’ positioning in a unique way that it would break the category mould and differentiate Absa CIB from its competitors.
Positioning TV Ad
THE CREATIVE SOLUTION
‘I want to make that’ is a concept that fires up the imagination, gives birth to innovation and sparks creativity – because it’s a truth that is at the very essence of who and what we are as Africans. We are innovators, entrepreneurs, visionaries, revolutionaries, humans. It speaks to the ingenuity that epitomises our continent, and to the tenacity of our spirit; we know no limits, we challenge the expected and we always find a way to get things done. It is a tale of how we face uniquely African challenges – and overcome them in a way that allows us to change the future through our all-encompassing spirit – Africanacity.
Full Page News Paper Ad
Media placements for C-suite audiences needed careful consideration and planning in order to create an extremely targeted campaign: the campaign was led by the 60-second TV advert. It also consisted of out-of-home elements – Gautrain stations and digital billboards in key business centres, airport and airport lounge branding, print and press ads in business publications, digital touchpoints across relevant sites and platforms, and cinemagraphs and posts on LinkedIn and Twitter.
THE RESULT
The campaign was extremely well received by both the consumer and client, so much so, that it was in the running to be used over the lead B2C campaign to launch the rebrand and 'Africanacity'.
15 Second OOH Digital Billboard
Client Direct Mail
100m Continuous OOH Airport Billboard
Digital Media Cinemagraph
Digital Media Cinemagraph