Ogilvy Cape Town has been awarded a Cannes Lions Grand Prix for its ‘Soccer Song for Change’ activation. This innovative piece of work was part of long-standing client, Carling Black Label’s #NoExcuse campaign.
The campaign generated 31.8 Million Rand in earned media and had a bigger reach than the Opening ceremony of the 2010 Soccer World Cup.
Three women are killed by their partners every day in South Africa. The activation involved a female choir singing Asambe Nono, a well-known South African football song, at the Soweto derby in March with the lyrics revised to tell the story of a woman being abused by her partner when he comes home under the influence from a soccer match which his team has lost. The chorus made it clear that there was #NoExcuse for abuse. The new words were carried live on the big screen at FNB Stadium for the crowd of 85,000 and the choir’s performance was televised on SABC and Supersport, with commentators primed to explain the meaning behind this unique intervention to their millions of viewers.
Ogilvy CT ECD Tseliso Rangaka says: “The combination of a brave client, a passionate agency team and a truly worthy cause doesn’t come around often. I am privileged to have seen this happen for our Carling Black Label client. I am also immensely grateful to everyone that helped shine a light on one of our country’s darkest afflictions.”
Ogilvy SA CCO Pete Case highlighted that this was the fourth Cannes Grand Prix in five years for Ogilvy SA: ‘As an agency we’re constantly looking to craft ideas that step outside the traditional advertising categories, in order to authentically engage with target audiences, so we’re super proud that this innovative work has made such a big mark on an important issue”.
VP Marketing ABInbev Africa Andrea Quaye says: “When we launched #NoExcuse last year we vowed to drive positive change and this was a highly creative, powerful, emotive and impactful way to deliver on that promise. I am so proud of everyone involved in making this amazing piece of work happen.”
The ‘Soccer Song for Change campaign took home an additional Bronze Lion. Ogilvy South Africa also secured 2 Silver Lions and a Bronze for Volkswagen South Africa and 3 Bronze Lion awards for Castle Lager.
The “Soccer Song For Change” campaign video can be viewed here: https://player.vimeo.com/video/274848119
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