WISH IDIDTHAT September 2025 – View Showcase

ABOUT THE WORK
The situation: The Sunlight green bar has been a staple in South Africa’s homes since 1891, making it the country’s longest lasting, and the most loved and trusted bar of soap. Over the years, the uses for this green bar have evolved from laundry to skincare, edging to eyebrows and even as enema. However, while the green bar is found in many homes across the country and known by all, Sunlight wanted to tap into the younger generation by creating a fun and meaningful cultural moment for the brand.

The solution: We created “ADD YOUR OWN BAR” with Sunlight – a digital-first rap cypher that invited the youth of Mzansi to brag about the many creative ways they use Sunlight green bar with their own rap bars. To take part in the campaign, users were asked to drop a bar about how they use their Sunlight green bar with the hashtag #DropYourBarWithSunlight.

“Drop your bar” is a hip hop term for “start to rap.” For your entry to be legible for this digital cypher, you had to use the Sunlight green bar as a mic’ and the beat the brand produced for the cypher challenge.

The Results: The campaign received over 100 unique entries (that’s over 5 hours of rap bars dedicated to the Sunlight green bar); over 32 million impressions, which resulted in over R 700 000 worth of earned media.

CREDITS
Client/Brand: Sunlight
Brand Marketing Director: Noni Makhanya

Agency: Mullen Lowe South Africa 
CEO: Sarah Dexter
Chief Creative Officer: Kirk Gainsford
Creative Director: Lwandile Fikeni
Art Director: Tammy Matthys
Producer: Jackie Collins
Photographer: Theodore Afrika
Editor: Brendan Feeley
Illustrator: Carmen Zervogel
Strategist: Daniel Steyn
Writer: Lwandile Fikeni, Reabetswe Masilo

Recording Studio: We Love Jam
Radio Director: Graham Merrill
Music Composer: Fernando Damon

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