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2017 One Show - Public Relations

#OpenEyes

Agency FoxP2 / Cape Town + they / Johannesburg + TheWorkRoom / Cape Town

Client Ster-Kinekor
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Annual ID

OS_PR17017B

About the Work

Ster-Kinekor, South Africa’s largest cinema chain, needed to reignite the public’s passion for watching movies on the big-screen. In the absence of a large multi-million Rand budget, we needed to find a story that would capture the public and media’s imagination, inspiring them to tell the story for us. To do this, we chose to document the story of Philani Twala, a young blind man undergoing a double cornea transplant, who would go on to watch his first ever movie after being blind for 10 years. We then asked the public to suggest a movie for Philani’s first cinema experience. This emotional story immediately resonated with people, but importantly also let them remember their own great cinema experiences, creating a powerful connection to the brand. By asking people to “gift” their own favourite movie experiences through online suggestions, we created natural and accessible conversation around the brand.