South African Campaigns Tipped to Win at Cannes Lions 2018
We spoke with South African female advertising luminaries, FCB's Suhana Gordhan and Grey's Fran Luckin to find out which national campaigns caught their eye this year.
Suhana Gordhan: South Africa’s 11 official languages carry millions of unique names like Dimakatso, Tshilidzi and Tsholofelo. But spellcheck still regards these names as mistakes. M&C Saatchi Abel and client Nando’s fixed this by creating a names database to be downloaded on Human Rights Day that would update computers’ dictionaries so that nobody would feel like a mistake again.
Sanlam, Uk’Shona Kwelanga
Suhana Gordhan: Many South Africans don’t take out funeral cover, so to tackle this Sanlam and King James created Uk’Shona Kwelanga, the world’s first WhatsApp drama which tells the story of a family preparing for the funeral of the patriach.
Fran Luckin: King James created an entire soap opera that ran only on WhatsApp. Funeral insurance is traditionally a hard-selling, infomercial, daytime-TV hell. This campaign broke the mould by creating an immersive story that unfolded on the one device most people can’t ignore: their phones.
South African Tourism, Bheki the Mbhaco Maker
Suhana Gordhan: Created by FCB Joburg, directed by Teboho Mahlatsi, this film tells the story of a young man, Bheki, who has to create a unique wedding garment for a Xhosa bride. To find his inspiration, he travels the breadth of South Africa in search of a design born out of the rich textures of the country’s landscape and culture.
Joburg Ballet, Breaking Ballet
Suhana Gordhan: Joburg Ballet wanted to reframe the perception of ballet as inaccessible. These bite-sized online films take ballet out of the theatre and into the real world using fresh content, non-traditional costumes and edgy choreography.
Beats By Dre, Above the Noise
Fran Luckin: Although not written by a South African ad agency, this piece does our country proud as it was shot by South African director Terence Neale and produced by Romance Films in Cape Town. It’s beautifully crafted and insightful. Terence has executed it with sensitivity and bravado and if it doesn’t win a gold Lion I will personally anoint my chapeau with pistou and eat it on the Croisette.
Chicken Licken, Sbu 2.0
Suhana Gordhan: This is an entertaining tale, directed by Greg Gray, telling the story of a man who builds an AI version of himself but won’t let it replace him at Chicken Licken.