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Soccer Song for Change

Soccer Song for Change | AB InBev | Ogilvy
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basics
Industry: Alcoholic drinks
Media:Radio
Market:South Africa
Language:English
Style: Minimalism
descriptioncnen
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.
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awards
D&AD 2019
Shortlist PR
Use of Events and Stunts
Cannes Lions International Festival of Creativity 2018
Grand Prix Radio and Audio
Corporate Social Responsibility (CSR) / Corporate Image
Cannes Lions International Festival of Creativity 2018
Bronze Entertainment
Live Broadcast / Live Streaming
Cannes Lions International Festival of Creativity 2018
Bronze Radio and Audio
Use of Music
Cannes Lions International Festival of Creativity 2018
Shortlist Entertainment
Sports: Live Experience
Cannes Lions International Festival of Creativity 2018
Shortlist PR
Sectors > Food & Drink
Cannes Lions International Festival of Creativity 2018
Shortlist PR
Corporate Social Responsibility
Cannes Lions International Festival of Creativity 2018
Shortlist PR
Single Country Campaign
Clio Awards 2018
Shortlist Events/Experiential
Guerrilla
Clio Awards 2018
Shortlist Public Relations
Cause Related
Clio Awards 2018
Shortlist Public Relations
Special Event
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