The One Show
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Category
Experiential & Installations / Experiential & Immersive
Annual ID
OS23_OH074M
About the Work
In South Africa, among those who consume alcohol, nearly one in two men (48.1%) engage in heavy episodic drinking of which 56% is beer. Heavy alcohol consumption by men is associated with intimate partner violence. 56% of female murder victims in South Africa were killed by their intimate partners. The festive season (December) coincides with the wedding season (Nov – April); a time when couples are planning and executing their socially expressed commitments to each other. November ends with the global #16DaysofActivism against gender-based violence. This gave the brand a high relevance window of opportunity to grab both men and women’s attention and reinforce the #NoExcuse message.
At South Africa’s biggest fashion week, the brand ‘hijacked’ the runway. As the bride-to-be walked down, the real voices of the survivors told their abuse stories. These survivors were present in the audience and stood up to be seen at the end of the film. For many of these women, it was the first time they chose to speak publicly about the abuse they suffered. It was the first time they publicly spoke their truth and identified as Survivors as Intimate Partner Violence. The first crucial step to changing their narrative and being seen as survivors not victims. The stunt ended with the ‘#NoExcuse for women abuse’ message and the “bride” removing the armour. Together with a representative of Father-A-Nation, Carling Black Label’s on-the-round partner in male rehabilitation, the “bride” challenged all South African men to take a new vow: ‘to love, protect and never abuse’.
A fashion film was created and distributed on the brand’s social media channels. Bride Armour, toured the country and was showcased at fashion events, bridal expos and finally, at taverns (shebeens) in prominent GBV hotspots across South Africa. All events ended with the #NoExcuse for women abuse message and a call-to-action to visit the noexcusesa.com site. On the website: more information on IPV, alcohol training, support materials for perpetuators of abuse, contact details for LifeLine. And a link to a petition on change.org asking the government to add our new vow to civil marriages.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Ogilvy South Africa / Cape Town
Client / Brand
AB InBev / Johannesburg
Production Company
Darling Films / Johannesburg
LittleBigProductions / Cape Town
M-SPORT / Johannesburg
Music / Sound Production Company
We Love Jam / Cape Town
Post Production Company
Mushroom Media / Johannesburg
POST / Cape Town
Media Distribution Company
VISEUM / Johannesburg
Copywriter
Sandhya Mathura
Animator
Sarah Kwan
Creative Director
Mike Martin
Sibs Zihle
Director
Jeana Theron
Director of Photography
Devon Toselli
Editor
Jo Gibbon
Regardt Voges
Executive Creative Director
Camilla Clerke
Executive Producer
Cathy Day
Lorraine Smit
Melina McDonald
Producer
Saskia Finlayson
Product Designer
Amber Jadejett
Product Manager
Kirsten Twiss
Sound Designer
Arnold Vermaak
Strategist
Angie Hattingh
Global Chief Creative Officer
Liz Taylor
Strategy Director
Zoe Willems
Brand Director: Carling Black Label
Arne Rust
Brand manager
Sanelisiwe Tshangana
Business Director
Katie James
Troy Squires
CEO and Creative Chairman
Pete Case
Community Councillers
Father a Nation / Johannesburg
Councillers
Life Line South Africa / Johannesburg
Dress Designer
Suzaan Heynes
Fashion Consultant
Nicola Cooper and Associates / Cape Town
Nicola Cooper
Grade Colourist
Warwick Allan
Junior Producer
Charis Botha
Managing director
Vicki Buys
Senior Associate
Cara De Cock
Suzi Gardner
SFX
Manny Knightley
Vice President Marketing
Vaughan Croeser
Wardrobe stylist
Schalk Myburgh
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