Honouring an icon through his iconic haircut. Nelson Mandela’s legacy will continue for as long as we remember to remember. With 2018 marking 100 years of Madiba, this campaign is part of a drive to make Madiba’s values of freedom, equality, peace and forgiveness visible to a generation that’s in danger of forgetting them. #ShavetoRemember is a call to action for everyday South Africans to honour Mandela by getting his iconic haircut. The movement was launched with an emotive film and we leveraged social media to drive mass awareness and action.
The film opens with a voice over from Madiba’s inaugural speech which is then carried out in the rest of the film by multiple diverse characters with an underlying narrative urging audiences to find the Madiba within. Every word in the ad is Mandela’s own. In it we see the various characters go about their daily lives recalling Mandela’s words as they have the famous Mandela line shaved in all their heads.
A significant part of the campaign was to make the haircut accessible to the masses through activations, offering free haircuts in our mobile barbershop – manned by an army of Philips barbers. Getting the haircut is, in its most basic form, a pledge to step up and try to bring those values every single day – no matter who we are, where we come from or how small our sphere of influence is.
Impact:
64% increase in sales during the campaign
#1 trend on Twitter on Twitter on the day
104% over our social video benchmark achieving a total of 2 152 594 video views
A VTR of 28.30%. 88% above the industry benchmark of 15%
400% above our lead gen target
85 994 870 earned media audience
17:1 earned media ROI
Credits:
Agency: Ogilvy Johannesburg
Clients: The Nelson Mandela Foundation / Philips South Africa
COO: Pete Case
ECD: Mariana O'Kelly
CD: Peter Little / Agisanang Masekela / Molefi Thulo / Mike Martin
Creative Group Head: Steph Van Niekerk / Marion Bryan
Copywriter: Andile Khambule / Stephanie Van Niekerk
Art director: Kamohelo Chakela / Marion Bryan / Thando Similane / Angela Kwamongwe
Agency TV producer: Stacey Hardy / Debbie Dannheiser / Vanessa La Trobe
Production company: 03:07
Director: Kim Geldenhuys
Producer: Jo Barber
DOP: Adam Bentel
Editor: Gordon Midgely | Deliverance Post Production
Case study editor: Marcelle Mouton | Post Modern
Colourist: Craig Simonetti | Pudding
Sound: Louis Enslin / Produce Sound
Music: Man on the Hill, Kidwithamatch, Written by Grant Sissons @biblo.tv
Casting: Casting Directors, My Friend Ned, DJ's and Chrome
Awards:
D&AD 2019 - Graphite Pencil - Direct - Direct Response/Ambient
D&AD 2019 - Wood Pencil - Direct - Direct Response/Film Advertising
D&AD 2019 - Shortlist - Digital Marketing - Online Video & Viral Films
D&AD 2019 - Shortlist - Direct - Direct Response/Ambient
D&AD 2019 - Shortlist - Direct - Direct Response/Film Advertising
The One Show 2019 - Bronze Pencil: Design Branding (Brand Installations)
The One Show 2019 - Merit: Direct Marketing Experiential (Live Events)
The One Show 2019 - Merit: Experiential & Immersive (Brand-Owned Experiences)
The One Show 2019 - Merit: Social Media Social Engagement (Community Building)
Cannes Lions 2019 - Shortlist: Direct Lions - B03 (Use of Ambient Media: Large Scale)
Cannes Lions 2019 - Shortlist: Direct Lions - F03 (Single-market Campaign)
Cannes Lions 2019 - Shortlist: Direct Lions - F04 (Social Behaviour & Cultural Insight)
Cannes Lions 2019 - Shortlist: Brand Experience & Activation Lions - A04 (Consumer Durables)
Cannes Lions 2019 - Shortlist: Brand Experience & Activation Lions - E04 (Social Behaviour & Cultural Insight)
Cannes Lions 2019 - Shortlist: PR Lions - D02 (Use of Events & Stunts)
Cannes Lions 2019 - Shortlist: PR Lions - F03 (Single-market Campaign)
Clios 2019 - Gold - Experiential/Events
Clios 2019 - Bronze - Film technique/Direction
Clios 2019 - Shortlist - Film technique/Cinematography
Loeries Awards 2019 - Grand Prix - Live activations
Loeries Awards 2019 - Gold - Film communication - Online film (above 30 seconds)
Loeries Awards 2019 - Campaign Gold - Integrated campaign
Loeries Awards 2019 - Gold - Digital communication- Digital social media
Loeries Awards 2019 - Gold craft certificate- Film - Direction
Loeries Awards 2019 - Gold craft certificate- Film - Cinematography
Loeries Awards 2019 - Bronze - OOH - Ambient
Loeries Awards 2019 - Campaign bronze - PR & media Communication
Loeries Awards 2019 - 12 finalists in total
1st place Creative Circle SA - Integrated Campaign (September 2018)
2nd place Creative Circle SA - Film (June 2018)
1st place Creative Circle SA - Digital & Interactive Campaign (November 2018)
Gold Bookmarks Award 2019 for Content Strategy
Assegais 2018 - 1 x Leader Award, 1 x Silver and 2 x finalists
Sabre Awards 2019 (PR awards) - Best Digital Campaign in the African Region
Ciclope Awards 2019 - 3 x shortlists
Activation:
Skilled Philips barbers gave people around the country the opportunity to celebrate Nelson Mandela's legacy by wearing his iconic haircut. The main activation was held at Mary Fitzgerald Square in Johannesburg on 30 June 2018. The mobile barber truck traveled to big corporates and major retailers over a period of 3 months.
Credits: Activation partner agency: Guerilla
Photographers: Drew Soglo, Jono Wood and Rebecca.
Point-of-sale:
Point of sale units appeared in major retailers. A percentage of all sales were given to the Nelson Mandela Foundation to continue their important work.
