Aromat Chases 53 Million Eggs And Wins
DDB South Africa and Unilever won Bronze last night at the prestigious 2015 APEX awards in the Change Category for their entry titled “Chasing 53 million eggs”.
“The Aromat campaign saw remarkable results for the brand. We got more households to shake Aromat onto their food and proved that Aromat’s light-hearted and positive take on life is exactly what South Africans want to hear and see. Changing the communication on the brand and giving it a new point of view has helped turn the brand around and drive consistent growth,” says Conrad Shezi, Savoury Marketing Director of Unilever South Africa.
The campaign is a marked departure for the brand. During the latter part of 2013, DDB, Unilever SA and Innate Motion developed a new ‘Brand Love Key’ for Aromat, retaining the essential assets of the brand while finding a greater, light-hearted purpose for it by showing people the lighter side of an otherwise unpleasant scenario.
View the Aromat Ad here: https://goo.gl/EuapXP
Armed with this new brand blueprint, DDB and Unilever set out to bring this new thinking to life. It wasn’t going to be an easy task, since Aromat had been losing sales and market share. But in the end the campaign delivered. Market penetration grew by 4%, brand equity scores exceeded target reaching 66 points, as did the brand attribute scores. Sales also increased by 3.4%. Now these figures might not seem impressive at first glance, when we put things into real terms, DDB and Unilever moved an additional 123 tonnes of Aromat over the campaign period – a phenomenal feat considering that on average, a person only consumes approximately 5mg of Aromat per egg.
DDB SA’s Bit For Mandela Day
With Mandela Day being only a day away, DDB South Africa has decided to approach the day a little differently this year.
Most companies mean well by collaborating with charity groups to show their support for the less fortunate. Unfortunately, a lot of people in need get overlooked through this process, simply because they do not belong to a formal charity organisation and as a result, never get to experience the spirit of this great day.
This lead us to our idea: Lunch packs! We asked our staff members to donate typical lunch box items like spreads, sandwich fillings, juice and fruit by 16 July to make up individual lunch packs. Each staff member took a completed lunch pack and gave it to an ordinary person they encounter daily, whom they felt could do with a decent meal. This could be the guy they pass at the traffic light on their way home or anyone else who they felt in their hearts needed a meal.
Our message this year is: Take time to make a real difference!
Happy Mandela Month
DDB SA Receives A Cannes Award
DDB South Africa has been announced as one of three South African ad agencies to win at the Cannes Lions announced on 24 June.
Our radio campaign for Wrigley’s ‘Country’, ‘Opera’ and ‘Disney’ which are made up of our YouTube subscribers comments excelled in the Silver Lions category.
This award-winning radio campaign also highlights a unique collaboration between consumers and the Wrigley’s brand.
You can click here: http://goo.gl/UgJsLW to hear one of the ads.
DDB SA Wins At The D&AD Pencil Awards
DDB South Africa has been named as one of the first winners at the D&AD pencil awards. Our Wrigley’s campaign ‘YouTube The Rainbow’ was nominated for three pencils in the radio awards category.
Winners will have to wait until the actual ceremony, which takes place on 21 May 2015, to see what colour pencil they will receive.
DDB Scores 8 Finalist Spots At Bookmarks
DDB South Africa received eight nods when the Bookmarks Awards finalists were announced yesterday.
The awards which celebrates the most outstanding digital work produced in the country has nominated our campaign for candy brand, Skittles in various categories.
Here is what we're up for:
Social Media Campaigns
Games and Gamification
Integrated Multi-Platform Campaign
The ceremony will take place on 19 February at the Turbine Hall in Newtown.
Here's To A Prosperous 2015
The New Year has finally arrived and we hope that you had a great festive season and raring to go.
The past year presented a lot of changes at DDB South Africa - we grew immensely as an agency when we acquired new business.
Lesser agencies often lose their culture by trying too hard, but we’ve been very fortunate and have become a better agency.
We’ve also grown our awards count by winning in numerous categories.
One of our aims was to grow and enter our work into more digitally driven categories and we did succeed.
Our work has been recognised by the FWA, African Cristal Awards, Loerie and Apex Awards.
We’re hoping to add to more, as we look forward to the Bookmark Awards this year.
Here’s to a prosperous 2015!
Midas Awards Shortlists FNB's Reinvention
DDB South Africa’s ‘Reinvention’ campaign for FNB, has been nominated in three categories at this year’s Midas Awards, which recognises the World’s Best Financial Advertising.
The ‘Reinvention’ ad which takes place in a world where some of man’s inventions have progressed and some haven't, aims to make one simple point, that invention is good but reinvention is better. It signals true progress.
It has been nominated in the following categories:
Products & Services: Financial Planning
All trophy winners will be announced on 2 December 2014.
Converse South Africa Presents White Lies
Converse South Africa recently announced that they are bringing English post-punk band, White Lies, to South Africa for one night only as part of the Converse global campaign: Sneakers Would.
The show will take place on 15 November at a secret location and is set to be one of the best events in Johannesburg before the December holidays hit.
Tickets were placed at various locations around Johannesburg and Cape Town. Eager fans, once registered online, were SMSed the location of these tickets and the first to arrive, received a double ticket to the epic event, tickets were not available for purchase. Converse put the campaign in the hands of their audience with the tag: The Choice Is Yours #SneakersWould.
Follow @Converse_Africa to see what happens event day, or if you have tickets, see you there!
DDB's Young Creative Minds
One of DDB South Africa’s creatives, was honoured to attend the Creative Conversations forum presented by LIA, held last month in Las Vegas.
Roberto Adamo was one of sixty one young creatives to be invited from around the world to the six-day forum, putting young creatives ears to the voices of some of the industries greatest.
The platform offered insight into industry change to sitting in on metal placements of work.
DDB SA Wins At The Pendoring Awards
Our Afrikaans radio ad campaign for Wrigley’s Orbit ‘Môre Oompie, Jan Pierewiet, Afrikaans is Plesierig’ has won Silver at this year’s Pendoring Awards on Friday.
The radio clips are a play on familiar Afrikaans traditional songs, which were taught to children in past years.
Press play on the clips below:
DDB South Africa won two Golds, a Silver and a Bronze at the African Cristal Awards held in Morocco last week Friday.
The awards were for the Skittles (Smuggle the Rainbow), McDonald’s (Houses) and (Night & Day) campaigns.
It’s the latest achievement after the Loeries Awards that took place in Cape Town recently.
Well done to everyone involved.
Five awards for DDB South Africa at Loeries
It was another good year for us at the Loeries. Bagging four prestigious birds and a Craft Certificate this weekend, taking home Gold, Silver and Bronze.
Wrigley’s Skittles Smuggle the Rainbow. Taste the Rainbow:
Gold for Digital & Interactive - Website
Silver Campaign for Digital Integrated Campaign
Bronze for Internet & Mobile Commercials
Craft Certificate for Print & Collateral Crafts - Art direction
McDonald’s Breakfast, Night and Day:
Bronze for TV & Cinema Commercials- up to 90s
DDB South Africa has scored two finalist nominations at this year’s Pendoring Awards.
Our Wrigley’s Orbit ‘Môre Oompie, Jan Pierewiet, Afrikaners is Plesierig’ campaign has been nominated in the ‘Truly South African Radio’ and 'Original Afrikaans' Categories.
The awards will take place on 24 October 2014.
DDB South Africa's latest commercial for FNB Savings and Investment takes a break from their lethally effective brainchild ‘Steve’, to deliver a product message with a big brand feel.
The ad takes place in a world where some of man’s inventions have progressed and some haven’t. It aims to make one simple point, that invention is good but reinvention is better. It signals true progress.
Over the past few years FNB has become synonymous with innovation. Their online service, device deals and rewards schemes have literally changed day-to-day banking. The Bank adopted the same approach when restructuring their saving and investment products, allowing clients to invest any amount they choose, over any period and with any access.
All that was required was to take dry “bank-speak” and turn it into compelling advertising. No mean feat.
Taking this into consideration DDB set out to truly define who FNB is and came up with the enviable positioning line, “Save with the bank that reinvented banking”. The commercial highlights the importance of reinvention in humanity’s progress and tells of how FNB has just reinvented the savings and investment category.
Written by agency creatives Matt Berge and Hital Pandya, and shot by Giant Film’s Robin Goode (right outside Bank City), the ad’s understated humour and simple elegance make it notable in the world of financial advertising. And prove that innovation is as much a part of DDB’s DNA as it is our clients’.
This Ad of the Month was a good one for us. We featured in four of the five categories judged, proving that creativity is alive and well at DDB South Africa. Here’s what scored…
The SABC TV License television spot.
Honda, 'Don't Text and Drive' print.
Skittles' interactive 'Smuggle the Rainbow' campaign.
South Africa is celebrating Lyle & Scott’s 140th anniversary with the launch of the 140 Series.
To commemorate a 140 years of heritage, artists, creatives and fans of the brand are called upon to create an original piece of artwork for the campaign. Each contributor is invited to produce and submit one piece of artwork that represents their chosen year between 1874 and 2014.
When all of the entries have been submitted, the 140 art pieces will be available to view at www.lyleandscott.co.za.
A live auction will take place from 10 September to 6 October, where everyone is invited to celebrate this milestone with Lyle & Scott. All the art pieces will be exhibited in a gallery for everyone to see and proud owners of the art will take their pieces home.
The artists will recieve full profit from their artwork, the top three pieces of art that fetch the highest bids will also receive, R 5000, R3 000 and R2000 respectively.
To support the creative series advertising agency, DDB South Africa will offer two paid six-month internships to student participants.
The innovative Smuggle The Rainbow Campaign for Skittles has been honoured by the Favourite Website Awards (FWA), an international internet award program, and awarded Site of the Day yesterday, 11 August 2014.
The campaign, conceived by DDB South Africa, was aimed at relaunching the confectionary in the local market earlier this year. The brief was simple: Make your target audience ask WTF? A brief most creative’s yearn for.
After much brainstorming and deliberating, DDB South Africa decided on the concept of Smuggle The Rainbow. Taste The Rainbow. An interactive experience that used facial recognition to track a user’s facial movements; the idea was that only straight faced people would be able to smuggle Skittles successfully. Two characters were employed to bring the campaign to life; Leon, the busted smuggler assisting the user and Customs Officer Oosthuizen, who would attempt to ‘bust’ the user before they could place their Skittles in the rainbow. DDB South Africa also incorporated Facebook Connect to make the experience personal.
The ‘Smuggle The Rainbow. Taste The Rainbow.’ Website was selected from thousands of entries received each month by a panel of FWA judges. The judges stem from around the world and are leaders in their industries comprising heads of digital agencies, corporate tech companies and brands on the forefront of digital innovation. The FWA recognises and rewards cutting edge creativity. It’s an accomplishment DDB South Africa is proud to have achieved.
Skittles Facebook: www.facebook.com/Skittles
Skittles Twitter: www.twitter.com/SkittlesSA
DDB Twitter: www.twitter.com/DDBSouthAfrica
FWA Site: http://www.thefwa.com/site/smuggle-the-rainbow-taste-the-rainbow