The One Show
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Category
Broadcast / Series
Annual ID
OS22_RA025M
About the Work
The world has gone a bit mad over the last 20 months. This is as true in South Africa as anywhere else. It’s been a lot to deal with and we felt that people just needed a break. The “Savatical” concept was a promotional campaign that offered Savanna consumers the chance to win three months’ salary which gave them one less thing to worry about. And our radio spots addressed some of the things (and some of the people) we wish we could take a break from.
Context: One of the most popular memes in South Africa over the past 12 months was an old man telling his comrades to “Rest” – i.e. to calm down and stop acting crazy. This meme went viral as you can as you can possibly imagine, and in turn the phrase “Rest” or “ Rest baf’ethu” has become South African social media short-hand for calm down, or relax, and is used to respond to the people we see on our timelines acting a fool. In our spots, we used the “Rest” concept to tell some people that it’s time they relaxed, and took a break.
Context: One of the most popular memes in South Africa over the past 12 months was an old man telling his comrades to “Rest” – i.e. to calm down and stop acting crazy. This meme went viral as you can as you can possibly imagine, and in turn the phrase “Rest” or “ Rest baf’ethu” has become South African social media short-hand for calm down, or relax, and is used to respond to the people we see on our timelines acting a fool. In our spots, we used the “Rest” concept to tell some people that it’s time they relaxed, and took a break.
2022 Awards
Total Points: 3
Merit
Credits
Agency
Grey Advertising Africa / Team Liquid / Johannesburg
Music / Sound Production Company
Finetune Studios / Johannesburg
Art Director
Kevin Radebe
Copywriter
Tyler Lambert
Chief Creative Officer
Fran Luckin
Creative Director
Steph Van Niekerk
Executive Creative Director
Felix Kessel
Producer
Linda Hauser
Sound Designer
Steve Gounaris
Brand Manager
Irmie Marman
Paigon Prince
Marketing Manager
Eugene Lenford
Business Director
Jacqui Howard-Tripp
Category Head - Savanna & RTD's
Maija-Liina Hansen-Chipps
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