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Soccer Song for Change

Soccer Song for Change | 百威英博 | AB InBev | 奥美 | Ogilvy
下载原始文件 下载原始文件 JPG | 4000x2836px
基本信息
行业: 酒精饮料
媒体:广播
投放:南非
语言:英语
风格: Minimalism
说明cnen
Script (English)
Soccer Song For Change English translation:
Let’s go, my babe.
Let’s go to bed or let’s go sleep in bed.
Let’s go, my babe.
Let’s go to bed or let’s go sleep in bed.
Let’s go, my babe.
When he talks I must listen.
Let’s go, my babe.
If I don’t I’ll be taught another lesson.
Let’s go, my babe.
His team lost and he’s been drinking.
Let’s go, my babe.
What excuse will he give if this ends in a fight?
It won’t happen again, my love.
But that’s what he said the last time.
Never again, my love.
How many of us will hear this excuse tonight?
There’s no excuse, my babe.
Real men don’t act this way.
(Zulu lyrics:
Iyo haa masambe nunu.
Iyo haa siyolal’embedeni.
Iyo haa masambe nunu.
Iyo haa siyolal’embedeni.
Iyo haa mas'hambe nunu.
Um'ekhuluma nami ang'bolalela.
Iyo haa mas'hambe nunu.
Kungenjalo ngiyophinde ng'fund'is'fundo.
Iyo haa mas'hambe nunu.
Qembu lakhe l'dliwe kanti futhi ebephuza.
Iyo haa mas'hambe nunu.
Sizathu siphi azosisho ma sekuvuka impi.
S'thandwa Sam' ang'soze ng'phinde.
Kodwa yiloko akushilo ngaphambili.
S'thandwa Sam' ang'soze ng'phinde.
Bangakhi kithi abazozwa lesizathu kulobusuku.
Iyoh Asikh’isizathu nunu.
Indoda yangempela ayikuyenzi lokho.)
Entry Summary
Gender-based violence is currently a hot topic in the media and has been a growing social issue in South Africa. Despite constitutional protections, gender-based violence remains persistent and widespread in South Africa.
The song we used (and then changed) is the most popular football song in South Africa. It’s essentially the national soccer anthem and is sung at every soccer game before kick-off, and then throughout the game. The song was originally a struggle song, which was reappropriated by this football nation to support and encourage their sporting heroes. Even those who don’t understand the Zulu words sing along. At least until we changed the lyrics to speak to the issue of gender based violence.
Brief Explanation
South Africa’s already horrifying abuse rates spike after football games, and the number 1 excuse is alcohol. As SA’s biggest beer brand, Carling Black Label targeted the biggest soccer event of the year and leveraged our sponsorship of the country’s two largest football teams to share a message that couldn’t go unheard – armed with only a song. We had a choir of mothers and daughters enter the field just before kick-off and hijack SA’s national football anthem. Half way through, they changed the lyrics to highlight the issue of women abuse.
制作信息
品牌:
广告公司:
制作公司:
奖项
D&AD 2019
入围 公关活动
Use of Events and Stunts
戛纳国际创意节 2018
大奖 广播与音频
Corporate Social Responsibility (CSR) / Corporate Image
戛纳国际创意节 2018
铜奖 娱乐
Live Broadcast / Live Streaming
戛纳国际创意节 2018
铜奖 广播与音频
Use of Music
戛纳国际创意节 2018
入围 娱乐
Sports: Live Experience
戛纳国际创意节 2018
入围 公关活动
Sectors > Food & Drink
戛纳国际创意节 2018
入围 公关活动
Corporate Social Responsibility
戛纳国际创意节 2018
入围 公关活动
Single Country Campaign
克里奥奖 2018
入围 活动/体验
Guerrilla
克里奥奖 2018
入围 公关
Cause Related
克里奥奖 2018
入围 公关
Special Event
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