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FCB Joburg creates new TVC for Easy Waves

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FCB Joburg creates new TVC for Easy Waves

FCB Joburg has created a campaign with an above-the-line focus for the Easy Waves Moroccan Oil haircare range that gives semi-natural women freedom to style their hair healthily and with ease.

The 69-year-old brand, owned by Amka, targets women between the ages of 18 – 35 years who are happy to use products to soften, stretch and blow out their hair. At the same time, they are keen to embrace the trend towards keeping their hair in its natural form or with protective styles.

Amka Brand Manager Shaylene Ramlakan, explained: “The current trend is for Black women to keep their hair in its natural form or wear weaves. However, going ‘au naturel’ is not for everyone and there are women who want to have natural-looking hair but find their own textures difficult to maintain.”

“Catering for semi-natural hair – or ‘blow-out’ hair, hair that is between processed hair and natural hair – Easy Waves Moroccan Oil is for women who do not want fully processed hair. This is a natural progression for Easy Waves, it gives women semi-processed hair while still allowing them to embrace their natural hair texture,” she said.

FCB Joburg’s team of Creative Directors Nobantu Sibeko and Khanyi Mpumlwana, Art Director Naledi Manama and Copywriter Shannon Koor wanted to show how the Moroccan Oil range gives you bouncy, loose curls that you can style every day.

To demonstrate this, they tell the story of a young woman who becomes suspicious when she starts seeing her friend’s boyfriend with ‘different women’. As a private eye would, she begins trailing him and building her case. When she has enough photographs, she confronts ‘the other woman’ but – to her surprise – it’s been her friend all along. Thanks to the Easy Waves Moroccan Oil range, she’s been able to restyle her hair and unwittingly dupe her friend.

Shot by Director Kit of Hey Darling Films over one day in Parktown, the 30-second TVC will flight on ETV, SABC, Home channel, MTV Base (Via-Com), DSTV, ENCA and VIA Channel from September this year. It will run for 12 months in this format, supported by a 10-second cut-down and print campaign.

Credits:

Client: Amka
Brand: Easy Waves
Brand Manager: Shaylene Ramlakan
Creative agency: FCB Joburg
Business Unit Director: Mogani Naidoo
Account Director: Kefilwe Khanda
Account Executive: Kholosa Madikane
Chief Creative Officer: Ahmed Tilly
Creative Directors: Nobantu Sibeko, Khanyi Mpumlwana
Copywriter: Shannon Koor
Art director: Naledi Manama
Traffic Manager: Theresa Selema
TV production: Sindi Hirchowitz
Media planners: In-House (Amka)
Production companies: Hey Darling Films
Director: Director Kit

Behind the scenes of FCB’s new Coke Phonetic Can campaign

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Behind the scenes of FCB’s new Coke Phonetic Can campaign

SCREEN AFRICA EXCLUSIVE:

Though twenty-five years have passed since Apartheid, its effects are still apparent in South Africa today. During the Apartheid era, when black South Africans possessed names that were deemed too difficult to pronounce, they were often given common western names.

Creative director at FCB Joburg, Suhana Gordhan, expands: “Imagine that your name was Bonganiokuhlekwamadlamane. Now imagine that you grew up at the height of segregation in Apartheid South Africa. Your name was a problem, and so was your native language. The government decided it was easier to just call you ‘John’. This was the struggle with identity that generations of South Africans faced under an oppressive system. Twenty-five years later, the effects still linger and language still divides us.”

FCB Joburg won the Coca-Cola South Africa account in 2011, and kick-started their partnership with the soft drink by printing South African names on cans in the global Share a Coke campaign.

Share a Coke with Bobby was the 2013 TV commercial and campaign that saw Coca-Cola swap its brand name to feature 600 of the country’s most popular names. Additionally, Coke ran a consumer-led activation campaign which allowed ordinary South Africans the opportunity to have their proudly-African names printed on a can. In the midst of its success, a can was found with a profane Tsonga word written on it. The profanity slip prompted discontinuation of the consumer-led element of the Share a Coke campaign.

“The ‘slip’ was a very unfortunate incident whereby one individual took it upon themselves to abuse the ability to put one’s name on a Coke product. This resulted in hundreds of thousands of South Africans losing out on the opportunity to enjoy receiving their name on a Coca-Cola. There will always be individuals who deliberately try to deviate from the norm, but the joy brought to the larger population is far greater and more beneficial for the brand than the negative ripple that these acts create in small circles,” comments FCB Joburg Business Unit director, Struan Bourquin.

Now back with an added educational element, the agency presents the Coke Phonetic Can campaign. “For me, this was a very special campaign because I think the subject matter is especially unique to South Africa,” comments Gordhan on the new campaign. “I love that a big brand like Coca-Cola can commit to using their real estate on packs to help solve a social problem. In the past, Coca-Cola has placed people’s names on cans. However, The Phonetic Can took it further by adding the pronunciation to people’s names.”

To execute the campaign, Gordhan had an equally dedicated and passionate team working by her side, namely senior art director Jonathan Wolberg, senior copywriter Paul Frade, as well as art directors Jeremy Miller and Yaseen Mahomed.

“Our vision was to introduce South Africa to South Africa, by putting the phonetics of each name from all the different languages and cultures on Coca-Cola packs, effectively teaching South Africans to greet each other, by name, correctly,” Gordhan shares. “At its core, Coca-Cola aims to bring people together, regardless of their differences. So, this campaign felt like a perfect fit to do just that in the realm of Share a Coke.”

The FCB team worked with the Department of Home Affairs to gather names from every part of the country. The list comprised the most popular South African names in all eleven languages and across all nine provinces.

“We started with a list of over 12 000 unique names and ended up with a list of 1 000 names to go on packs, which would give us a high enough coverage of the population,” comments Bourquin.

When undertaking the phonetics challenge, the agency consulted with linguistic professors from multiple universities as well as professional writers who spoke the eleven official languages. Together with these language specialists, the team worked to develop a simple, non-academic phonetic system to help South Africans pronounce each other’s names better.

“The big idea or concept was that by adding the pronunciation to people’s names, the Coca-Cola packaging became much more than an acknowledgement of identity – it became a teacher, a change-maker. Wherever there was a Coke can, there was an opportunity to learn, or at the very least, to just try. The can became an invitation to say a name without fear. It became a way to bridge language divides, an educational tool and a symbol of cultural pride,” says FCB Joburg chief creative officer, Jonathan Deeb.

The Coke Phonetic Can campaign commenced in November 2018 with just the name and pronunciation initiative, but by the first quarter of 2019, it expanded with countrywide activations on TV, radio, cinema, billboards and social media platforms. And, excitingly, the vending machine model that was introduced with the original Share a Coke campaign made a comeback, allowing many South Africans the opportunity to get their hands on a personalised can. “The response was overwhelmingly positive,” remarks Bourquin. “It has shown us that South Africans really embrace truly South African stories and executions.”

Produced by Johannesburg-based Bioscope Films, under the direction of Fausto Becatti with DoP Fabian Vettiger, ordinary South Africans were featured in over 30 pieces of TV and online content sharing the story behind their unique names. “The brief from FCB was to focus on finding real people, with real names, and to tell genuine and entertaining stories with the knowledge that South Africa has such a diverse and interesting populace. A big part of my treatment was to put an emphasis on the heartfelt or more meaningful stories to balance out the funny ones, having had a personal history with a name that is almost always mispronounced,” Becatti shares.

The stories were shot using three cameras: the Sony Venice as the A-cam; the Arri Amira as the B-cam; and the Canon 8mm camera as the C-cam. “The Venice was chosen because of its full-frame sensor with the intention of shooting wide open, and giving us a sense of a medium-format portrait look and feel,” explains Becatti. “We kept it very simple in the set-up as our master shot, without too much movement, to act as the most basic shot of documenting a story.

“The Arri as a B-cam would capture a bit more movement and alternative angles to keep the edit interesting, and also to capture more of the character’s mannerisms or quirks both in their way of talking or their homes or rooms,” he continues. “The C-cam was simple but an incredibly important choice in the mix because it acted as the purest form of capturing our characters’ spirits. The 8mm film, not only rich with a sense of nostalgia but also loose and gritty, meant that we got cutaways that were the most raw and pure versions of the people.”

The Coca-Cola YouTube channel created a teaching series titled Share a Sound to teach complex sounds such as the ‘q’ and ‘x’ click sound commonly found in Zulu and Xhosa names. The series has since gained much attraction from viewers, including a school teacher who has requested the use of the series in the classroom.

Bourquin expands: “We received a message on our YouTube channel from a school teacher asking if she could use the content as a learning tool. This is, of course, exactly the intention of the campaign and led us to create specific sound boxes which could be used to further help learners understand how to pronounce our names.”

Radio station hosts such as 702’s Bongani Bingwa shared their support of the campaign with their listeners. Other national radio stations went as far as changing their names and jingles for the day to the most difficult names in South Africa.

In addition, out-of-home activations were strategically implemented in different regions with deliberately mismatched languages broadcast to introduce communities to other native languages besides the ones spoken in that area.

“People who were featured on billboards even shared pictures of themselves standing under their billboards. These were shared to social media. I think it meant something for these young people to be represented by the brand in such a personal way,” says Gordhan.

The project was one of the largest integrated campaigns ever tackled by FCB Joburg and has been awarded internally amongst FCB’s global creative executive committees. “Navigating the sheer volume of content that we created for the campaign to ensure diversity and inclusion was probably the biggest challenge. This was one of those liquid ideas that continues to allow us to expand our content arsenal,” highlights Bourquin.

The campaign received two shortlists at Cannes Lion this year, and Coca-Cola’s No Sugar offering, which featured across all content during the campaign, has experienced an increase in sales.

“I believe that this campaign is relevant to our times – a time in South Africa when social cohesion is more necessary now than ever before,” concludes Gordhan.

KEY CREW:

Senior art director: Jonathan Wolberg

Senior copywriter: Paul Frade

Art directors: Jeremy Miller and Yaseen Mahomed

Director and photography: Fausto Becatti

DOP: Fabian Vettiger

Editors: Daniel Mitchell, Tumi Ditshego, Joe de Ornelas, Keno Naidoo, Jarryd Du Toit, Mohammed Chopdat

FCB Joburg and the Coke PHONETIC CAN introduces South Africa to South Africa

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FCB Joburg and the Coke PHONETIC CAN introduces South Africa to South Africa

It’s been 25 years since apartheid was dismantled. South Africa now recognises 11 official languages. But the truth is, South Africans still can’t say each other’s names.

In the summer of 2018, FCB Joburg and the brand known for putting people’s names on its cans, Coca-Cola, did something more. Together they helped introduce South Africa to South Africa, by putting the phonetics of each name from all the different languages and cultures on Coca-Cola packs, effectively teaching South Africans to greet each other, by name, correctly.

When briefing the agency, Integrated Marketing Communications Director, Monali Shah explained: “The original ‘Share A Coke’ campaign that put people’s names on cans was a global success. This time, we should aim take it even further in bringing South Africans together.”

The campaign went beyond this, opening up conversations about identity in South Africa that have always been swept under the rug.

The agency’s response – the ‘Coke PHONETIC CAN Campaign’ – addressed one of the fundamental social barriers preventing South Africans from finding common ground and understanding each other. Its success was born from a simple, clear insight shared in a manner that resonated with ordinary South Africans.

“A fundamental first step in getting to know someone is being able to greet that person and say their name correctly. However, with 11 national languages, people needed to put in a lot more effort to understand each other,” said FCB Joburg Chief Creative Officer, Jonathan Deeb.

“By adding the pronunciation to people’s names, the Coca-Cola Can became much more than an acknowledgement of identity – it became a teacher, a change maker. Wherever there was a Coke Can, there was an opportunity to learn, or at the very least, to just try. The Can became an invitation to say a name without fear. It became a way to bridge language divides, an education tool and a symbol of cultural pride,” he said.

The Coke PHONETIC CAN Campaign was one of the largest integrated campaigns tackled by FCB Joburg in the past 12 months (it broke in November 2018 with elements of the campaign running until June 2019).

Devised by FCB Joburg’s creative team comprising Creative Director Suhana Gordhan, Senior Art Director Jonathan Wolberg, Senior Copywriter Paul Frade and Art Directors Jeremy Miller and Yaseen Mahomed, it began with the name and pronunciations on Coca-Cola packs but extended much further into countrywide activations, television, cinema, radio, in-store, outdoor and numerous social content components.

“For a campaign about social cohesion and respect, the agency wanted to feature everyday South Africans and cast for names, not faces,” said Gordhan.

“Those people were part of over 30 pieces of TV and online content, and were featured in over 800 outdoor sites across the country. Radio told stories about name mispronunciations, while highlighting the interesting differences in our languages. National radio stations changed their names and jingles for the day to the most difficult names in South Africa. By teaching a vending machine your name, you could get your own personalised can. Online, Coca-Cola spoke to teens in their native tongue – gifs – and for the complex African click sounds, episodic sound guides were created,” she said.

To ensure total inclusivity, FCB Joburg consulted with The Department of Home Affairs to gather data on South Africa’s most popular names per region based on all 11 languages. Working with linguistic professors and writers, it developed a simple, non-academic phonetic system.

Interestingly, the Out-of-Home strategy deliberately mismatched languages to regions. This meant that people in Kwa-Zulu Natal, a province of predominantly Zulu speaking people, were served billboards in Sotho, Xhosa or any language other than just Zulu. People in the Eastern Cape, where Xhosa is mostly spoken, would see Sotho or Setswana billboards. In other words, everyone always had a chance to learn a name they didn’t know.

The campaign captured South Africa’s imagination, with people spontaneously generating and sharing their own name stories. A language teacher even requested permission to use the campaign content as a teaching aid in her classroom, and the country’s largest soap operas picked up on the campaign and included the phonetic can in their storylines.

In addition, FCB Joburg’s industry peers gave the initiative the thumbs up. AmaCreatives, an online community of young industry talent highlighting African creativity in all mediums and platforms,

had this to say: “Coca-Cola gives power back to the people of South Africa. This is what we call a CREATIVE MZABALAZO!!” (creative revolution).

While the campaign results were beyond impressive and peer praise is always welcome, FCB Joburg and Coca-Cola were most pleased to see that in a country with a complex history, ‘The Coke PHONETIC CAN Campaign’ inspired something really special. Respect for each other’s names and for South Africa to finally say names like Tsholofelo, Xolisa, Johannes, Relobogile and Tamsanqa right. Or at the very least … to just try.

Hellocomputer Cape Town and FCB Cape Town come together to form HelloFCB+

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Hellocomputer Cape Town and FCB Cape Town come together to form HelloFCB+

Two of South Africa’s regularly awarded agencies, Hellocomputer Cape Town and FCB Cape Town, have come together to form a new agency, HelloFCB+. With tools to design, build and run entire customer journeys, HelloFCB+ combines technology and creativity to create strong, meaningful connections between clients and their audiences from the moment they first engage with a brand, all the way through to conversion and retention.

FCB Cape Town is known for building some of South Africa’s most loved brands, a fact regularly demonstrated by its clients’ performance in the Sunday Times Top Brands survey and on Kantar Millward Brown Adtrack’s Most Liked Ads lists. Hellocomputer Cape Town has, in turn, built brands by putting creativity at the heart of every user-centric experience. As a result, it has been acknowledged, along with Hellocomputer Johannesburg, as two-times winner of the Digital Agency of the Year Award at the AdFocus Awards. Together, they have proven that creativity and efficiency can work together, making strong human connections.

“This is a hugely exciting time for us and our clients as we fuse together two of the best respective agencies into one,” said Hellocomputer Co-Founder, Mark Tomlinson.

“By combining the skill sets of FCB Cape Town and Hellocomputer Cape Town we are now, more than ever, able to address the full spectrum of our clients’ needs across the entire customer journey. As a result, we are building even stronger bonds between our clients’ brands and their customers at each and every touchpoint,” said HelloFCB+ CCO, Mike Barnwell.

“With a future-forward approach of weaving data, technology and insight into our process, we’re able to put creativity at the heart of every piece of communication, to connect with the right people at the right time – making us an invaluable partner to our clients and their business,” added HelloFCB+ MD, Robyn Campbell.

“With established brands including Beiersdorf, Pernod Ricard, The Western Cape Government, Capfin, Beko, Tiger Brands and Investec Asset Management, to mention a few, HelloFCB+ are applying this approach to everything it does. After all, a more connected world is a better world,” she said.

Hat Trick For Toyota Fortuner 4×4 Challenge

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Hat Trick For Toyota Fortuner 4×4 Challenge

Toyota South Africa is running its Fortuner 4×4 Challenge this Spring, making it a hat trick for the successful competition which pairs four professional athletes with four Toyota fans as the teams battle it out in a bid to drive home in a brand new Fortuner 4×4.

Driving participation in this year’s three-month activation is a 360° campaign created by FCB Joburg comprising four, 15-second television spots for each of this year’s four heroes in which they demonstrate their unique skills. There is also one 40-second spot featuring all four, and cinema, radio, outdoor, print, social and digital media complete the campaign.

The brief put to creative director Tian Van Den Heever, art director Julie Thorogood and copywriter Este De Beer by senior advertising manager at Toyota SA, Tasneem Lorgat, was simple: Make it bigger and better so as to build on the successes of the 2016 and 2017 Fortuner 4×4 Challenges.

“The prize for winning the Toyota Fortuner 4×4 Challenge is huge – a Fortuner! So, the Toyota fans who are selected to take on the challenge know they’ll have to work really hard. It’s a physically-challenging, two-day struggle to eventually claim the title and become the owner of a brand new Fortuner. We wanted the communication to demonstrate the enormity of the task, but do so in a way that inspires participation,” she said.

The agency’s solution – an apocalypse-themed ‘super power’ showdown – featuring Mapule Ndlovu, a fitness athlete; Steffi Brink, a track hero; Ox Nche, a Cheetahs rugby player; and Giniel de Villiers, Toyota’s own racing hero.

The campaign runs from August to October. TV spots can be viewed at these links:

To amplify the Challenge which takes place in October, the Toyota community also stand a chance to win a second Fortuner 4×4 by backing their favourite hero. This can be done by using one of the four hero hashtags (#OX4X4, #STEFFI4X4, #GINIEL4X4 or #MAPULE4X4) to comment on any of the official social posts on Facebook, Twitter and Instagram. ‘Back Your Hero’ entries can also be done via the competition website or by dialing the USSD string (*120*62800#).

Credits:

  • Creative agency: FCB Johannesburg
  • Account director: Nicole Malan
  • Executive business director: Reagen Kok
  • Executive creative director: Brett Morris
  • Brand manager: Zhandre Brandt
  • Senior manager advertising: Tasneem Lorgat
  • Creative Director: Tian Van Den Heever
  • Copywriter: Este de Beer
  • Art director: Julie Thorogood
  • Content writers: Lucy Holdford-Walker and Warren Raff
  • Strategic planner: Stuart Simms and Langelihle Sithole
  • Project manager: Christine Lubbe
  • TV Producer: Nakita Bolus
  • Production house: FCB Johannesburg
  • Director: Tian Van Den Heever
  • Post-production: Fuel Content and Blade

FCB Joburg launches Absa’s ChatBanking on WhatsApp with 360° campaign

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FCB Joburg launches Absa’s ChatBanking on WhatsApp with 360° campaign

The Absa Group has officially launched its ChatBanking on WhatsApp with a 360° campaign from FCB Joburg.

Almost 12 000 Absa customers have registered for ChatBanking on WhatsApp since its soft launch phase, which kicked off in early July this year. This campaign is expected to increase that number significantly. WhatsApp, a simple, reliable, and private way to talk to anyone in the world, is currently one of the most popular messaging services around the globe. More than 1.5 billion people in over 180 countries use WhatsApp to stay in touch, anytime and anywhere.

“Our aspiration is to be an entrepreneurial, digitally-led African banking group that makes a real and lasting contribution to the financial wellbeing of our customers and the societies where we operate,” said Arrie Rautenbach, chief executive of Absa Retail and Business Banking.

“We are passionate about innovation and we are immensely proud to offer this innovative platform that will forever change the way our customers do banking. That’s what we call Africanacity.”

FCB Joburg executive creative director, Gareth Paul, agreed ChatBanking on WhatsApp is a great example of Africanacity, that uniquely African ability to always find a way to get things done.

“People will be able to do their banking without ever having to leave their favourite messenger app. That’s Africanacity in action,” he said.

“We demonstrate this in Absa’s new TVC by showing our hero – Themba – going about his life and effortlessly popping into the WhatsApp Chat Banking window. He mingles with friends, makes plans, saves the day and maybe even his relationship, all by using ChatBanking.”

The TV commercial was devised by the creative team which included Bonolo Modise, Welcome Moyo and Brett Noble led by Gareth Paul; the campaign includes television, radio, digital including 3rd party banners, out-of-home and social media.

Credits:
Client: Absa Group
Creative Agency: FCB Joburg
Integrated Executive Business Director: Thithi Nteta
Account Lead: Kgabo Kganyago (Account Director)
Account Lead (support): Alan Schreiber (Business Unit Director – Retail)
Executive Creative Director: Gareth Paul
Creative Director: Bonolo Modise
Copywriter: Welcome Moyo
Art Director: Brett Noble
Strategic planner: Siwe Thusi
TV production: Barbara Clarke
Media planners: Carat
Production companies: Gentlemen Films
Director: Greg Rom
Post production: Ludus

Hellocomputer and FCB Cape Town helps WCG address bullying in 5 questions

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Hellocomputer and FCB Cape Town helps WCG address bullying in 5 questions

The Western Cape Government is striving to put an end to bullying at schools across the province by launching a mobile toolkit and campaign called ‘5 Questions to End Bullying.’

Developed by Hellocomputer and FCB Cape Town, in conjunction with child psychologists, it features a video of a fake bullying incident in a school yard and the reactions of learners to five questions asked in sequence after viewing the video. These were carefully chosen to help learners see that their perceptions about bullying should change. Watch it here.

To launch the mobile toolkit, influential students from all around the province shared the fake incident to their social media accounts. Their peers were prompted to find out more about the bully, pushing them to a mobile site where the five questions were set up to look like a Buzzfeed-style quiz. Answering the questions, they could come to their own conclusion, clicking through to discover how to behave in all kinds of situations.

Commenting on the campaign, WCG head of Communication, Bronagh Hammond, said that bullying has reached an all-time high the Western Cape. “With many of the incidents filmed and shared on social media for their friends to see, learners don’t realise you don’t need to beat somebody up to be a bully,” she said. “We needed a way to help learners realise it for themselves.”

The Western Cape Government is using this toolkit to educate learners and schools throughout the province, hoping an important message – ‘Raise your voice. Not your phone’ spreads far beyond.

“You can repeat a message over and over and over again but, but unless you let learners discover it for themselves, the message will only be heard, and not bring about behaviour change,” said Mike Barnwell, the CCO of FCB Cape Town.

Credits:
Client: Western Cape Government
Brand: Education Department
Spokesperson and job title: Bronagh Hammond, Head of Communications WCG
Creative agency: Hellocomputer and FCB Cape Town
Chief creative officer: Mike Barnwell
Creative director: Camilla Clerke, Nthabiseng Lethoko
Art director: Matthew Crisp
Account director: Nadja Srdic
Account manager: Matt Mitri
TV production: Lauren Trevelyan
Production companies: Carbon Films
Director: Bruno Bossi
Editor: Priest
Post production: Priest, Fuel Content

FCB Joburg assists Absa in its relaunch in Africa

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FCB Joburg assists Absa in its relaunch in Africa

FCB Joburg has created a new word, as well as a 360° campaign embracing traditional and new media, to assist Absa Group, formerly Barclays Africa Group, in its relaunch in Africa.

The group’s new brand strategy and identity were co-created by OgilvyRED (New York), Grid Worldwide and Yellowwood, in a year-long process that started in 2017. FCB Joburg’s responsibility was to assist Absa in launching these on 11 July when the name change took effect in South Africa, and to communicate them to the group’s internal and external stakeholders on the continent in the months ahead.

“The development of our new strategy and identity were governed by four principles: ‘collaborative’ to ensure every voice was heard, ‘bold’ to hold us to the highest standards, ‘fact-based’ so that we would operate with rigour and objectivity, and ‘innovative’ to reflect the new world we were creating,” explained head of Absa Group Marketing, David Wingfield.

“The process resulted in a new business purpose statement: where we see ourselves as enablers, helping individuals, businesses and society to ‘bring your possibility to life.’  It also resulted in a fresh brand being created as an expression of our new identity as an independent African bank with global scalability. We tasked FCB Joburg with communicating this,” Wingfield said.

“Absa’s purpose is inspired by the African continent,” said FCB Joburg executive creative director, Gareth Paul.

“This continent and its people have an amazing way of getting things done. They have a way of turning any adversity into an opportunity. There wasn’t a word out there that described this age-old attitude, and that is how we came up with the word ‘Africanacity’. ‘Africanacity’: it’s Africa’s ingenuity, tenacity, creativity, audacity and positivity all rolled into one. And it’s how Absa will get things done too.”

The Africanacity campaign conceived by FCB Joburg is a 360 campaign that comprises a 97-second film, a 60-second television commercial directed by Gentlemen’s Greg Rom, radio executions in most of South Africa’s official languages, out-of-home, print, as well as an extensive social media campaign.

Featuring a soundtrack that could only come from Africa, the TVC is a collage of vignettes showcasing the innovative ways people in Africa get things done, as well as their ability to embrace technology to keep pace with change.

“FCB Joburg has contributed to a number of large rebrands in the past, most noticeably Vodacom several years ago, but our work on the Absa refresh in terms of timings and number of elements exceeds them all,” said FCB Joburg managing director, Thabang Skwambane.

“As lead agency, we were tremendously proud to be entrusted with the task of pulling together so many people from so many different agencies and industry suppliers; at times it felt as if this rebrand was about the industry coming together with one client’s best interest at heart,” he added.

“The creative task, the production effort and the co-ordination facilitation this rebrand involved really challenged the core team at FCB Joburg. With the assistance of the other agencies involved and their tireless suppliers, as well as everyone else at 164 Katherine Street, they did a spectacular job. Well done, FCB Joburg and well done SA’s ad industry,” concluded Skwambane.

View the launch ad here and watch out for the follow-on breaking later this year.

FCB Africa shines at Africa’s first CICLOPE Awards

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FCB Africa shines at Africa’s first CICLOPE Awards

FCB Africa was named Agency of the Year at the inaugural edition of the CICLOPE Awards held in Cape Town this week.

The only festival dedicated to recognising craft in advertising and moving image, CICLOPE has become a platform for directors, creatives, artists, producers, digital creatives and clients to share knowledge, be inspired and celebrate the best work.

FCB Joburg won the Long-Form category for SA Tourism’s short film Bheki the Mbhcabo Maker and the Original Music category for Absa’s PSL Rivalry commercial. FCB Cape Town and Hellocomputer won the Animation category for CANSA’s Testimonials.

“At FCB we believe that great ideas sit at the core of what we do. We’re also very aware that big ideas need great executions for them to earn the recognition they deserve. And that’s why we’re so proud of the team that has won FCB Joburg its CICLOPE Awards,” said joint chief creative officer, Ahmed Tilly.

“A philosophy of creating work that represents a rich, authentic and progressive South African culture and texture drove our success at this first edition of this Festival on the continent and makes the win all the more special,” added the FCB Joburg joint chief creative officer, Jonathan Deeb. “It’s what we deliver for our clients every day, and it is very satisfying for FCB and its talented production partners – The Bomb Shelter and Teboho Mahlatsi, Black Motion, Spirit Motion & African Rhythm Production, DJ Fortee, Figment Films, Bioscope Films, and Markus Wormstorm of Honeymoon Studios as well as many more – to be rewarded for it.”

FCB Cape Town’s chief creative officer, Mike Barnwell then concluded: “Well done to our clients and our creative teams for their passion and commitment to excellence. In the case of Testimonials for CANSA, it has resulted in a campaign that has not only helped so many people, it has done so internationally, with its viral appeal.”

FCB Africa, FCB Cape Town, Hellocomputer Land 11 Bookmark Pixels For 5 Clients

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FCB Africa, FCB Cape Town, Hellocomputer Land 11 Bookmark Pixels For 5 Clients

FCB Africa and its agencies – FCB Cape Town, FCB Joburg and Hellocomputer – landed 11 Pixels for five different clients at last night’s IAB Bookmark Awards, including a highly sought after Black Pixel.

The IAB Bookmark Awards, an IAB SA initiative, rewards excellence in digital communication and recognises the powerful impact interactive has on the overall marketing mix.

A Black Pixel is one of its highest honours and this year, FCB Cape Town was recognised with a Black Pixel in the Pixel for Purpose category for its #ItCanWait campaign for the Western Cape Government’s Safely Home initiative. This campaign also took home a Silver Pixel in the Online Video category and a Craft Bronze in the Strategy category.

“I’m exceedingly proud of all the FCB Africa teams. Their achievements last night show how fruitful intelligent agency integration can be,” said chief creative officer for both FCB Cape Town and Hellocomputer, Mike Barnwell.

“We’re thrilled with by the performance put in by Hellocomputer Johannesburg and Hellocomputer Cape Town,” added Hellocomputer managing director, Joey Khuvutlu. “Not only did we prove our prowess in the digital communication world, we demonstrated how our ability to partner at all levels, across all disciplines, and work smarter and harder across the board creates award-winning work that benefits us and our clients.”

In addition to its accolades for the Western Cape Government, FCB Cape Town also received a Silver Pixel for Digital Installations & Activations for BMW Motorrad Blink and you’ll miss it.

A Hellocomputer Johannesburg and FCB Joburg collaboration brought home a Silver Pixel for Toyota South Africa in the Use of user-generated content category for Toyota C-HR #internetapproved while their work on the South African Tourism’s Renovation project awarded a Silver Pixel in the Brand Commercial & Retail websites category, a Bronze Pixel in the Public Service & NPO platforms category, and two Craft Silvers in the Craft Interface Design category and Craft UX category.

Hellocomputer Cape Town and its client Investec Asset Management were awarded a Craft Silver Pixel in the Craft UX category and a Craft Bronze in the Craft Interface Design category.

“Huge respect to all responsible for this award-winning work, and especially to Mike Barnwell and his very talented people. Their campaign for the Western Cape Government’s Safely Home initiative struck a chord and showed the importance of delivering compelling, emotive human stories that connect with consumers, while also offering clients measurable work that delivers results. I was incredibly proud to see the team on the podium,” concluded Brett Morris, group CEO of FCB Africa.

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