Adam Howard, Owner and Sound Director at Howard Audio
It’s been such a rewarding exercise going through South Africa’s entries for this year’s Cannes Lions. I feel so proud to be a part of the South African advertising industry. We have such strong work being considered this year and it’s been really tough to single out a few pieces. Six pieces of work stood out just that little bit and I think these have a great chance of bringing some Cannes metal home that will make us all proud. In no particular order:
Chicken Licken ‘Big John Ya’hunga’
(Entered by Joe Public)
I fell in love with this campaign the first time I saw this epic film. The craft that went into this – from the concept, scriptwriting, VFX, edit, music and the wonderful cinematography and direction from Greg Gray is absolutely world-class – right at the level of the Wakanda Forever actual movie. A big shout out to the awesome team at Pressure Cooker whose epic orchestral music track elevates this piece to the highest level. The campaign launched on the day Wakanda Forever was released and created a worldwide stir – even getting a nod from the makers of the Wakanda film – it has to be worthy of a Cannes Lion.
Carling Black Label ‘Carling Over Time’
(Entered by Ogilvy South Africa)
Up for a “long-term strategy” Lion – this long-term campaign is very impactful. Carling as a brand had to change with the times – and as it did – had the issue of Gender Based Violence at its very core – challenging what “masculinity” means – and rolling out so many powerful campaigns over 6 years – I hope this long-term strategy and commitment gets recognised.
Pendoring Awards ‘Quinoa’
(Entered by TBWA Hunt Lascaris)
I’m a sucker for a great radio spot! I just love this piece – the copy is superb and the sound design supports the fantastic performance. The idea is simple but so effective. A perfect piece for the Pendoring Awards that promotes the richness of South Africa’s creative content in all its indigenous languages.
Standard Bank ‘Priceless Print’
(Entered by M&C Saatchi Abel)
What a fantastic piece of work from a brand that has supported the Arts in South Africa for 40 years. A wonderful way of igniting the love of art in South Africans. I’m a huge fan of the artist Blessing Ngobeni – him being a past recipient of the Standard Bank Young Artists Award makes this campaign all the more authentic. I see this doing well at Cannes.
Corona ‘Free Surfer – Cass’
(Entered by NET#WORK BBDO)
Oh what a powerful film and campaign. The message of this short film is so profound – you get taken on an emotional journey as we fall in love with Cass. The fantastic cinematography, direction and edit (and the sound design/music) bring out “all the feels” and you can’t help but be moved by the work. A perfect piece for Corona – “This Is Living”.
AfriSam + BlackStudio ‘Plan (a)’
I love this piece of work – the concept, design and execution stands out. The series of press ads that double as open source architectural drawings is an idea that I believe will stand out this year. The idea is simple, clear and goes a long way to solving South Africa’s housing crises.