Client: McCafé
Campaign: Great Coffee. Simple.
Brief: Create a launch TVC campaign that communicates McCafé's quality and convenience unique selling proposition (in order to differentiate it in the coffee category).
Insight: Other than serving quality 100% Arabica Bean coffee, no other local brand boats a 24-hour drive thru service (McDonald's).
Idea: Dramatise how hectic and time-consuming it is to get quality coffee at competitor establishments (using consumer tensions) — to land the ease with which our consumers can now enjoy 100% Arabica Bean coffee via the McDonald's Drive-thru.
NIKE RUN JOZI TVC
Client: Nike SA
Campaign: Nike Run Jozi
Brief: Raise awareness and drive digital registrations for the inaugural Nike Run Jozi 10K race.
Insight: Prior to 2012, the general perception was that Johannesburg CBD is not a safe place to be, let alone run.
Idea: RUN JOZI, a rallying call that rouses city-pride by calling out the iconic street names along the route to enthuse youth runners to heed the call and exercise their right run free on Human Rights Day.
HUNTER'S EDGE "SINCE 2017" TVC
Client: Distelle SA
Campaign: The Hop Reinvented
Brief: Help position new Hunter's EDGE as the perfect alternative to both beer and cider.
Insight: Beer ads often play on their long heritage and provenance as a signifier of their quality and value.
Idea: Go against the grain by turning the beer tradition status quo on its head – by boldly asserting that we're a beverage of the zeitgeist i.e. a hybrid of cider and beer established in 2017. This puts us more in tune with the tastes and needs of our contemporary game changers.
NESTLE BAR-ONE "FIREMAN" TVC
Client: Nestle Bar-One
Campaign: Awesome & Energy
Brief: Help Nestlé Bar-One regain its category status as a leading confectionary brand by communicating its intrinsic and extrinsic qualities in order to help boost its sales.
Insight: Up to now, men (the chief target audience of the brand, refer to the product as just an energy aid (as opposed to indulgence).
Idea: Marry the taste aspect — consisting of real milk chocolate, caramel & nougat — and its complimentary energy boost in a in a catchy campaign phrase known as The Awesome & the Energy.
LUCKY STAR "MEAL OF CHOICE" TVC
Client: Lucky Star
Campaign: Meal Of Choice
Brief: Help entrench Lucky Star protein as part of the meal of choice in South African homes.
Insight: It's emerged at numerous brand-conducted testings testings that Lucky Star is perceived as a mid-month "struggle food."
Idea: Elevate the profile of the brand by positioning it as a sensible protein of choice with both taste and health benefits..."Malume's (connoisseur) choice."
LUCOZADE "THE ENERGY TO DO YOU" TVC
Client: Lucozade
Campaign: The Energy To Do You
Brief: Help differentiate Lucozade from the highly contested energy drinks category by educating consumers on its glucose energy RTB.
Insight: The advent of bad reports about sugar is raising anxiety in concerned consumers' minds, and natural-based benefits of glucose are still misunderstood. Also, caffeinated drinks are seen as an answer to rising energy demands by our market.
Idea: The Energy To Do You — the assurance that comes with knowing that unlike other caffeine-based drinks, Lucozade's glucose-based energy is a healthier, sustainable alternative that allows consumers to be the best version of themselves. This Nigerian feature seeks to validate that notion and aspiration.
AFRICAN BANK "YOU ALWAYS GIVE THE BEST, BUT WHO RETURNS IT?" TVC
Client: African Bank
Campaign: Savings & Investment
Brief: Help entrench African Bank's Best investment rate of 13.33% within the market (bretail brief).
Insight: With the myopic exception of awards showcases, movers and shakers of industries are seldom acknowledged for their unparalleled contributions to their fields. In addition to that, the category is not in the habit of speaking to "conscientious investors" — up-ward and mobile, high-earning individuals who not only want to grow their wealth, but make a difference.
Idea: You Always Give The Best, But Who Returns It...only African Bank with SA's Best investment rate of 13.33%.
FNB — AKULALEKI TVC
Client: First National Bank
Campaign: SWITCH
Brief: Come up with a Summer campaign (radio and TV) that educates current and prospective customers about the benefits of FNB eBucks rewards — with a call-to-action to SWITCH to FNB.
Insight: For the youth, December is a time for get-togethers and road-trips, but it also comes with penny pinches January worries.
Idea: Use the popular Akulaleki song by Sumthing Soweto and DJ Maphorisa to highlight the anxiety of making plans without funds and position FNB eBucks rewards as coming to the rescue of our customers during the festive season .
FNB AKULALEKI TVC — "ROADTRIP"
FNB AKULALEKI TVC — "GHELS GET-TOGETHER"
SAFARICOM — "BUILT FOR BIGGER"
Client: M-PESA
Campaign: M-PESA GO
Brief: M-PESA, East Africa's biggest neo banking service was launching it's first youth based platform and needed to get the uptake of teens with the approval of their guardians. SCANAD was tasked to come uop with a 360 campaign that would be led by a TVC and supported by Digital and activations.
Insight: Kenyan Youth are go-getters and are driven by the need to be the next big thing in spheres of their interests.
Idea: M-PESA GO!
SAFARICOM — "BUILT FOR BIGGER"
Client: Safaricom
Campaign: BUILT FOR BIGGER
Brief: Safaricom had been playing in the Business Tech space for some time but had not been getting the traction it had been looking for, as it was predominantly viewed as a Telco as opposed to an ICT solutions provider.
Insight: Kenyan business owners want to see themselves as playing in the same big leagues as their their more established counterparts.
Idea: Safaricom Built For Bigger 360 campaign that raised awareness and communicated the tools that enabled business owners from all walks of life focusing on emerging industries with a need for Digital transformation.
SHOWMAX — "SEE YOURSELF IN OUR STREAMS"
Client: Showmax
Campaign: Streaming for Africa
Brief: As part of the brand migration from the old streaming platform to the new NBC Universal and Peacock backed one, the team and I needed to conceptualise, script AND art direct a TVC spot that announced who the new Showmax is for and why. In the process, we needed to entice viewers by teasing the upcoming content and complete brand makeover.
Insight: Showmax is unique in the Video Streaming on-demand space in that it's a brand platform for Africans for Africans: which is evident in its incomparable local 'Originals' content slate and the household names it's given a platform to.
Idea: See yourself in our streams is testament to the African dream story the through the metaphor of streams: because anythng one envisions for themselves is reflected in the content and faces showcased on its platform.
MCDONALD'S — NAZO!
Client: McDonald's SA
Campaign: NAZO!
Brief: Help McDonald's defend and gain market share in the value category dominated by KFC's Streetwise offering.
Insight: Price doesn't lie. At R39,90, the McDonald's value Menu offering is unheard of.
Idea: Nazo! is a mass urban catch-phrase for "here it is"; for us, it signaled that for the first time, audiences can enjoy the soft life on a budget, any time of the month.