This week, our marketing & communications manager, Mark Zeller, is in the city that never sleeps, for the 11th Annual Advertising Week.
Follow @ogilvysa on Twitter for the latest from #AWXI in New York.
We are pleased to announce that our ‘Kevin’ TVC (directed by Keith Rose of Velocity Films), won a Gold Loerie Award this past weekend, hot on the heels of a Clio shortlist and a Bronze Lion at Cannes earlier this year.
Mariana O’Kelly, joint ECD of Ogilvy & Mather Johannesburg says, “The ad makes people realise how easy it is to get pills for any lifestyle illness they can possibly have. But there are 3 million people living with HIV, who need only one ARV pill a day to survive, and who can’t get it. We wanted people who recognize themselves in Kevin, to step out of their comfort zone to help get the pills that really matter to those that really need them,”
Although ‘Kevin’ was originally created for the Topsy Foundation, the organisation has since redefined itself, and is no longer directly involved in the treatment of HIV/AIDS.
Topsy has therefore donated the ad to their Gauteng-based counterpart, the Witkoppen Health + Welfare Centre, and the TVC will begin flighting again under this new banner in coming weeks. To donate R10 to the Witkoppen Health + Welfare Centre, SMS “Witkoppen” to 38810.
Topsy’s new focus is on the care of orphaned and vulnerable children, their families, and communities affected by HIV/AIDS. To help their cause, visit topsy.org.za.
DStv’s new brand positioning “Feel every moment” was launched in July this year, with authentic stories that showcase DStv’s ability to create moments of connection between people.
This work is based on our observation of real moments of intimacy that happen between people when watching DStv. In the most recent installment of our campaign, we showcase DStv’s ability to bond a father and his young son, in their competitive enjoyment of a boxing match; in addition to providing two sisters with an opportunity to let their dancing divas shine.
Rhino poaching is, tragically, a growth industry. And when each rhino horn is worth more than a living rhino, this is unlikely to change unless we act to change it.
That is why the Castle Lager Boucher Legacy wants everyone to come together to place every rhino in safe hands.
Using the Rhino DNA Index System project, run by the VGL lab based in Onderstepoort, the CLBL want to DNA profile every individual rhino in South Africa. This will provide a powerful disincentive to poachers as every horn can be traced back to its source. This technology has already been used to put poachers behind bars, with the system being used in cases of rhino poaching already. They have already tagged 616 rhino and want to extend this protection to all South African rhinos and, hopefully, beyond South Africa’s borders.
Finding, tagging and profiling a rhino costs on average R10 000 ($1000) per rhino, so they cannot hope to achieve this goal without your help.
What started as a proactive idea by Ogilvy & Mather Johannesburg for SAB Miller Castle Lager, become a multi-million production, of which most has been donated or sponsored by various well-known South African celebrities, post production houses, animation houses and audio houses. In addition, Coldplay donated the use of their master recording and publishing rights to their song, “Paradise”.
This World Rhino Day, the 22nd of September, come together to add your voice to the call for donations. Because together, we can place all our rhino in safe hands.
Make a donation by SMSing ‘Rhino’ to 48800 to donate R10.
Add your support by donating your social media reach to our Thunderclap now.
What’s Thunderclap, you ask?
Thunderclap is a tool that lets a message be heard when you and your friends say it together. Think of it as an “online flash mob.” Join a Thunderclap, and you and others will share the same message at the same time, spreading an idea through Facebook, Twitter, and Tumblr that cannot be ignored. So for instance, if you donate your reach and you have 1400 followers on Twitter and 600 friends on Facebook, all 2000 of them will receive our message at exactly the same time!
To find out even more or to donate online, visit The Castle Lager Boucher Legacy.
Executive Creative Director: Neo Mashigo
Creative Director: Molefi Thulo
Copywriter: Tanna Goott
Art Director: Rita-Marie Ludicke
TV Producer: Esme de Miranda
Business Director: Marc Crerar
Account Director: Eliah Chauke
OgilvyOne: Marc Ratcliffe, Danielle Timmins, Brigitte Le Roux, Justin Oswald & Nicholas Wittenberg
Ogilvy Public Relations: Nick Bedford, Devon Hooper & Kirsty Ballard
Productions House: Egg Films
Director: Sunu Gonera
Executive Producers: Colin Howard & Kerry Hosford
Producer (On Set): Julia Schnurr
Music – Publishing Rights: UNIVERSAL Music Publishers - Gavin Green
Music – Master Rights: WARNER Music – Prebashness Seesunker
Stock Footage: SA TOURISM – Ian Utermohlen
Margi Sheard supplied the hi-res footage at no cost for transfers.
Behind The Scenes: Burley Boys – Daryl Burley
Help a group of of South African township kids to amplify their voices through creativity!
We are very excited to share this project with you, but firstly, we’d like to provide you with some context:
At the beginning of this year, Umuzi Photo Club launched “The Power of 50″, an innovative 12-month programme aimed at helping talented young people become the next generation of creative professionals. Umuzi is a youth development organization that works with young people in under-resourced communities to create socially informative multimedia, which inspires engaged citizenry, youth activism, and change.
The programme combines essential artistic skills with on-the-job training and offers placement opportunities within the professional, creative industry for all graduates… and this is where Ogilvy comes in. Our creative team has had the pleasure of mentoring and guiding 5 of the talented 50 through a live brief and pitch process. These are the incredible results:
Our names are Sithembiso, Simangele, Obakeng,Tebogo and Lucky.
Towards the end of last year we were hand-picked to study at a tertiary institute that recognises creative ability in kids from underprivileged communities around South Africa – kids who would never have had access to that type of education. Or any type of education, most probably.
We’re a group of budding photographers and one graphic designer, and as an assignment we were tasked with creating an exhibition that reframes and visualises South African youth. When we were brainstorming creative ideas, we never imagined that it would turn into a business idea. But here we are.
We’ve spent the last few weeks taking photographs that give insight into the youth. Into us. Now we’re busy translating these photos into graphic designs for a range of socks that we’re hoping to produce.
The creative thought behind the project is that people generally have a very negative perception about the youth. We want to challenge that perception by asking people to quite literally, put themselves in our socks.
We’ve been in contact with some sock manufacturers and it seems like the smallest run of socks that we can do per sock design is 250. To produce one design each (that being five designs in total) we’re in for about ZAR50 000 (or roughly $5000). We figure that if we manage to cover this initial outlay then we can produce the other designs with the profit that we make from the sales of our first run. It’s going to be awesome; we can feel it in our feet.
Please help us achieve this by going to our indiegogo page and donating what you can.
This idea might not change the whole world. But it will change a small part of it. The part that we live in. And right now, it ain’t the greatest part. It’s a place where people, our neighbours, some of our families, treat us like pariahs because we go to school and hope that one day we will make a little more of our lives than they have.
Forgive the drama but this could be our way out.
Like all new products on the market, we suppose we run the risk of not moving our stock. The great thing about this project is that even if we don’t make sales, we’re still making art.
If you can’t help with good ol’ greenbacks then please use the Indiegogo share tools to tell other people about Seeks Sock Co. Also, if you find yourself in the vicinity of Johannesburg on the 23rd of October come to our exhibition. We’ll keep y’all posted on the details.
By Jonathan Wai
“In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create. Management cannot be expected to recognize a good idea unless it is presented to them by a good salesman.” — David Ogilvy
So advised “The Father of Advertising,” who had many jobs before founding Ogilvy & Mather, the famous advertising firm. He was a chef in Paris, a door-to-door salesman, a farmer, a social worker in the slums, and even conducted research in the movie industry — all of which taught him valuable lessons on how to sell.
He details his life adventures in “Confessions of an Advertising Man,” and even devotes one section on advice to the young. From this work, I have distilled six tips on how to rise to the top.
1. Be ambitious. But don’t let it show.
“After watching the careermanship of my own employees for 14 years, I have identified a pattern of behavior which leads rapidly to the top,” Ogilvy writes. “First, you must be ambitious, but you must not be so nakedly aggressive that your fellow workers rise up and destroy you. Tout soldat pone dans sa giberne le baton de marechal. Yes, but don’t let it stick out.”
2. Make work your hobby.
In “My Life In Advertising,” the great advertising pioneer Claude Hopkins confessed: “I have always been an addict to work. I love work as other men love play.” Ogilvy also thought your work should be your hobby. In fact, he believed that making yourself an authority on a subject that your company knew very little about was a key to success.
For example, if your topic was gasoline, he recommended that you read books on the “chemistry, geology, and distribution of petroleum products,” as well as all the trade journals and research reports. You should then spend your weekend actually pumping gas at the service stations and talking with customers to learn their perspective. He advised that by doing this work, you would become more knowledgeable about this topic than your boss, and then would be prepared to succeed him.
“Most of the young [people] in agencies are too lazy to do this kind of homework. They remain permanently superficial.”
3. Work twice the number of hours as everyone else.
Ogilvy and Hopkins clearly made their work their lives, and they invested more hours than their colleagues. Hopkins, for example, “attributed his success to the fact that he worked twice as long hours as other copywriters, and thus made his way up the ladder at twice their speed.” Ogilvy notes: “In my bachelor days I used to work until the small hours. If you prefer to spend all your spare time growing roses or playing with your children, I like you better, but do not complain that you are not being promoted fast enough. Managers promote [those] who produce the most.”
Although Larry Page and Sergey Brin have recently discussed how workweeks could be shorter for many people, the Google heads themselves probably work more hours than most people are capable of. Putting in longer hours over a long stretch of time likely multiplies your output, like compound interest, and can also help you clock the estimated 10,000 hours you need to become an expert.
4. Use your vacations effectively. For example, read a book per day.
Ogilvy believed that one of the most revealing signs about a young person’s capacity is how they made use of their vacations. “Some fritter away those precious three weeks, while some get more out of them than all the rest of the year put together.” He offers some tips:
- Don’t stay at home and putter around the house. You need a change of scene.
- Take your [partner], but leave the children with a neighbor… Shut yourself off from exposure to advertising.
- Take a sleeping pill every night for the first three nights.
- Get plenty of fresh air and exercise.
- Read a book every day — 21 books in three weeks.
- Broaden your horizons by going abroad… But don’t travel so much that you come back cross and exhausted.
5. Start as a specialist. This is the way to make your mark.
Ogilvy notes that most of the able young people who came into agencies (in 1963) were determined to be ad executives, most likely because this was what they were taught to value in business school. And yet, the heads of the six largest ad agencies in the world were all specialists, and none were account executives. Four were copywriters and one each in media and research.
“It is much more difficult to make your mark as an account executive than as a specialist, because it is rare for an account executive to have an opportunity to cover himself with glory; almost all the spectacular triumphs are performed by the specialists,” he said.
He felt that by specializing, the competition would be less, there would be more opportunities to rise above routine work, and one would acquire expertise which would ensure security, both psychological and financial.
6. Committees don’t lay the golden eggs.
In 1963, Ogilvy wrote: “Nowadays it is the fashion to pretend that no single individual is ever responsible for a successful advertising campaign. This emphasis on ‘team-work’ is bunkum — a conspiracy of the mediocre majority. No advertisement, no commercial, and no image can be created by a committee. Most top managements are secretly aware of this, and keep their eyes open for those rare individuals who lay golden eggs.”
Joshua Wolf Shenk recently argued in the New York Times that “the lone genius is a myth that has outlived its usefulness,” and instead advocated for the idea of a creative network or collaborative approach. Apparently 50 years later, the emphasis on collaboration and teamwork continues to be popular. But Ogilvy argued that creativity comes from the mind of the individual.
Meet the #AfricaRedAllStars!
Headed up Mpange Chapeshamano, this team focuses on liberating brands across Africa. With solid partnerships in over 16 markets, they ensure a seamless execution of campaigns for their clients, right from strategy development through to campaign execution. They have a clear understanding of the various African markets, a solid network of best of breed agencies in market and an effective project management model.
View some of their recent work below.
Follow Africa Red on Twitter.
The Business and Arts South Africa (BASA) Awards take place next week Monday and Geometry Global’s Experiential Marketing Director, Theresho Selesho, is one of the judges. The awards recognise and encourage excellence and innovation in the field of business support for the arts.
Theresho is a dynamic young leader who is entirely driven by his passion for people, creativity, the arts, innovation, and business. At the age of 17, he was selected to represent South Africa at the “Presidential Classroom for Future World Leaders” in Washington DC.
In 2007 he obtained a degree in International Relations from the University of Pretoria but decided against joining the Diplomatic Core to focus on his passion of creativity and business.
As a young graduate, Theresho started working with the HilltopLive Group who own and produce large, iconic South African and International music productions such as the Annual OppiKoppi Festival, Campus Invasion tour, Old Mutual Picnic Concerts, DRUM Beat Music festival to name a few. He has also worked on large national festivals including MACUFE, National Arts Festival in Grahamstown, Standard Bank Joy of Jazz, KKNK, Tribute Concert in Mamelodi and the Aardklop National Arts Festival.
Theresho also lives out his passion for music having worked with an eclectic mix of national and international artists such as Eagle Eye Cherry, Saul Williams, Groove Amada, Ismael Lo, Lira, Fokofpolisiekar, Black Coffee, Koos Kombuis and Stimela.
To see the 2014 BASA Awards finalists, click here.
Source: About The Awards
When it came to promoting the DStv Explora, DStv’s next generation PVR, feel every moment needed to embody a call for people to really live their lives, prioritising the moments that add real quality and value to their time. The DStv Explora enables this by removing the restrictions that linear television viewing imposes, fitting around your family’s viewing needs and schedule.
In launching the DStv Explora campaign, it was therefore important for us to demonstrate the extent to which the DStv Explora delivers on the ambition of providing families with much-needed quality time.
We conducted research into the stresses of modern living which helped us to uncover some of the challenges that people face. From working couples feeling like ships passing in the night, to parents feeling torn between the need for quality “me time” and much-needed time with their partners and their children, what was clear was that everyone feels time poor.
From this, the opportunity to position the DStv Explora as the antidote to the stresses of modern living was born. The campaign that resulted was also delivered in a way that we knew people would resonate with – by a family, much like their own, struggling to realise moments of quality in the hustle and bustle of their busy everyday lives.
Consequently, we recognize that what we all really need is television that both fits in with and simultaneously supports our lifestyle. In short, the DStv Explora enables all of us to turn the limited time we have, in front of and away from the television screen, into quality moments worth cherishing.
In order to keep the brand’s positioning relevant to future generations of television lovers, DStv, South Africa’s leading pay TV provider, has reached the decision to reposition after 20 years in market.
It was the realization that people are beginning to favour the quality of their experiences over the quantity of channels on offer that raised concern about the continued pertinence of DStv’s “So Much More” positioning line. In order to tackle this challenge, we, together with the DStv Marketing Team decided to strengthen DStv’s quality time credentials by demonstrating that with DStv, the time you spend watching television always gives you something back.
In order to deliver on this promise, we needed to succinctly articulate why DStv content is unlike any other. The solution lay in the fact that watching DStv enables you to feel every moment – it sparks ideas, inspires you, and takes you to places you have never been before.
To launch the new positioning, we decided to focus on something that we know people value from their time but sometimes feel that television is unable to provide – moments of connection with the ones they love. With so many competing ways to spend one’s time, including family game nights and eating out, the role of television as the centre of the home, or the “glue” that brings the family together, was being called into question.
We set out to show people that DStv cares about creating quality moments between loved ones, and the creative insight we drew upon stemmed from the observation that the joy we derive from watching great television comes sometimes not from the TV itself, but in other people’s reaction to it.
It is this reaction – this observation of raw emotion that exists in the moment – which is truly disarming. It lowers our natural barriers, and blurs the boundaries that we all erect in order to protect ourselves. In so doing, great television helps us to reach out and connect.