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iGugu

basics
Industry: Professional & Public services
Media:Radio
Market:South Africa
Style: Minimalism
descriptioncnen
ScriptInEnglish
'Lebo' CHOIR: {The most treasured thing} {The most treasured thing in Lebo’s life was her cellphone} {The most treasured thing} {The most treasured thing in Lebo’s life was her cellphone} Bubble bathy Bubble bathy, rubber ducky, taking selfies, looking fly Perfect angle Perfect angle, took forever, but she got the right shot Felt like butter Felt like butter, slippy, slippy, dropped her cellphone in the bath Splashy, splashy Splashy, splashy…like titanic…sinking to the bottom Hashtag oops, hashtag eish, hashtag no cellphone (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 damage. So if anything happens, you’ll get a new cellphone. CHOIR: {The most treasured thing} {The most treasured thing in Lebo’s life is her 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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