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2017 One Show - Public Relations

Conspicuous Savers - Integrated Online - National Savings Month

Agency King James Group / Cape Town

Client Sanlam
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OS_PR17079M

About the Work

South Africans are the most conspicuous spenders in the world. They spend themselves poor trying to look rich. We secretly partnered with two notoriously decadent celebrities – superstars Cassper Nyovest and Pearl Thusi - and got them to radically and publically change their ostentatious spending, without telling a soul why. One day it was Rolex’s, luxury cars and parties, and the next, second-hand clothes, cheap haircuts and left-overs. Not understanding their lifestyle shift, the media and public erupted with speculation about them ‘going broke’. Just as planned. Cassper released a double-platinum track and video mocking the hip-hop lifestyle so many aspire to. Pearl made the cover of Cosmopolitan looking incredible, in a dress made from a sack. At maximum public and media furor we revealed it was all a campaign. The country responded. Sanlam had injected conspicuous SAVING into the public lexicon using a Trojan horse – the ultimate conspicuous spenders.