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iGugu

basics
Industry: Professional & Public services
Media:Radio
Market:South Africa
Style: Minimalism
descriptioncnen
ScriptInEnglish
'Siya' CHOIR: {The most treasured thing} {The most treasured thing in Siya’s life was his cellphone} {The most treasured thing} {The most treasured thing in Siya’s life was his cellphone} He was macking He was macking, defcon fiving, fraternizing in the club Who’s your daddy Who’s your daddy, Siyasanga, number one ladies man Saw a hottie Saw a hottie, stole his heart then she stole his cellphone Foxy ladies Foxy ladies, all those numbers, waiting for your phone call Mister Lover Lover with no cellphone, no more booty calls (Humming under ANNCR) ANNCR: {Brethren}…. You wouldn’t have to mourn the loss of your cellphone if you had C Surance from Cell C which covers you against theft. So if your cellphone gets stolen, you’ll get a new one. CHOIR: {The most treasured thing} {The most treasured thing in Siya’s life is his cellphone} ANNCR: Cell C. The power is in your hands.
EntrySummary
We purposefully chose to use this kind of choir and vocal delivery because it is something our target market is familiar with. The scenarios and use of relevant local colloquialisms and slang are also something our target market can relate to.
BriefExplanation
'Amagugu Alelizwe' is a well-known traditional South African song sung at funerals. We used a reworked version of the song to show that you don’t have to mourn the loss of your cellphone. We juxtaposed the sombre nature of the song with fun lyrics about how our different characters came to lose their cellphones. Each spot represents a different aspect covered by our brand's comprehensive cellphone insurance. We purposefully chose to use this kind of choir and vocal delivery because it is something our target market is familiar with. The scenarios and use of relevant local colloquialisms and slang are also something our target market can relate to.
credit
Brand:
Agency:
Executive Creative Director:
Creative Director:
Copywriter:
Production Company:
Producer:
Other credit:Agency Producer: Kirsty Meier
awards
Cannes Lions International Festival of Creativity 2018
Shortlist Radio and Audio
Use of Music
The One Show 2018
Bronze Pencil Radio
Craft / Use of Music - Single or Campaign
The One Show 2018
Merit Radio
Craft / Writing - Campaign
The One Show 2018
Merit Radio
Broadcast / Any Length - Campaign
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