Candice Hellens

Cadbury wanted to connect with a new audience, in a digital world dominated by YouTube. 

We selected some of the most popular, joy-filled YouTube clips and created prerolls showing what really sparked these world-famous moments. Each 5-second execution was crafted to look identical to the video it preceded: from wardrobe to framing and resolution.

Fun Fact: We shot everything on a smartphone. 

Awards: Cannes Lions Gold in Use of Online Film, Cannes Lions Shortlist in Food and Drinks, Cannes Lions Shortlist in Content Placement, Adweek’s 15 Best Commercials of 2017 (as picked be the Cannes Lions film jury), Wood D&AD Pencil in Use of Online Advertising, One Show Merit, Second Place at Creative Circle Ad of the Year, Bronze Campaign Loerie, Best of Ogilvy Inductee, Creative Pool Gold.

The KFC Family Bucket is KFC’s flagship product and sharing has always been at the heart of its reason for being. Currently, the product predominately targets families in the middle-end of the South African market. Amongst this audience, smartphone penetration is growing rapidly. We wanted to reach this new generation of South African families; introducing them to the specialness of shared dinner, in a modern way. That said, because South Africa is still very much an emerging market, we needed to keep the innovation simple. 

To promote the KFC Family Bucket, we combined the heritage of African storytelling with packaging design that linked to built-in mobile technology.

We designed bespoke bucket sleeves that directed customers to a mobile app, where they could unlock original suppertime stories. When placed face-down on the table, the phone’s proximity sensor automated the selected audio story, bringing the bucket to life with sound, light and vibration. As audio played, the stories were animated by light projections that filtered through the illustrated and laser cut sleeves. Creating an interactive storytelling experience people could enjoy, while sharing a meal. 

We wrote and recorded 3 original audio stories (but I think I wrote about 50 drafts), developing 3 illustrated and laser cut bucket sleeves to complement each story. Laser cutting and illustration was carefully considered to achieve the best illumination and projected light effect. 

Awards: Wood D&AD Pencil in Experiential, One Show Bronze Pencil in Innovation in Branded Entertainment, One Show Merit in Mobile Applications, One Show Merit in Use of Mobile Technology, Creative Pool Gold, Integrated 3rd Place in Creative Circle Ad of the Year, Gold Global MMA Smarties, Silver Global MMA Smarties, Whipped Cream Gold, Gold Loerie, Silver Loerie, Campaign Silver Loerie, Campaign Bronze Loerie, Bronze Loerie, Gold Bookmarks Pixel in Innovative Use of Media, Silver Pixel in Mobile Campaign , Silver Bookmarks Pixel in Digital Installations & Activations, Silver Bookmarks Craft Pixel in Marketing Copywriting, Silver Craft Pixel in Use of Sound, Bronze Bookmarks Craft Pixel in Software, Coding & Tech Innovation, Gold Assagai, Silver Assagai, Bronze Assagai, Integrated 3rd in Creative Circle Ad of the Month.

We launched NERDS’ first major brand campaign in more than 40 years, with a Super Bowl 2024 spot directed by acclaimed filmmaker Noam Murro.

Centered on the breakout innovation of NERDS Gummy Clusters, our challenge was to modernize the brand while dramatizing the product’s multi-sensory combination of crunchy NERDS candy surrounding a soft gummy center.

We brought the brand’s playful chaos and unexpectedness to life through a reimagined, Flashdance-inspired world. The creative tapped into the growing trend of “NOWstalgia”—taking something familiar from the past and reinventing it for today’s audiences. With the 1980s experiencing renewed relevance across music, fashion, entertainment, and popular culture, Flashdance provided a timely cultural reference while connecting authentically to NERDS’ origins in the decade.

We further modernized the brand by transforming its iconic 2D characters into a fully realized 3D universe. This evolution preserved their familiar charm and distinctive personalities while giving them greater dimension, movement, and expressive potential for a new generation of consumers.

In the spot, Gummy. gives main character energy, performing to the iconic track before pulling the legendary chain and unleashing a shower of NERDS —visually telling the story of how NERDS Gummy Clusters were created.

We supported the spot with a fully integrated, 360-degree campaign across four phases.

During Pregame, we connected NERDS to football and game-day planning through PR and retail. In January, we built anticipation with a teaser campaign asking whom NERDS was training to dance in the Big Game. During Game Week, we amplified awareness and consideration through the Flashdance Touchdown Offer, earned media and paid media Teaser release, retail messaging, and sweepstakes promotion. On Game Day, we maximized reach through the :30 Flashdance spot, paid media, retail activity, and real-time, haptic social engagement. Following the game, we sustained momentum through :15 and :30 creative, shoppable media, behind-the-scenes content, sweepstakes, and retail media.

Results: The campaign delivered exceptional results. It achieved the second-highest purchase intent of any Super Bowl spot that year at 66% (Ipsos, 2024), ranked among the 10 most-liked commercials (iSpot, 2024), drove a 400% increase in e-commerce sales, and generated a 200% increase in in-store displays. The campaign also contributed to a broader brand trajectory that helped propel NERDS from approximately $50 million to more than $500 million in annual sales.

Fun Fact: Addison Rae said my outfit was cute.

As creative lead, I guided our team in evolving NERDS from a beloved 2D candy icon into a fully realized 3D universe.

Our challenge was to translate the characters’ iconic charm into a dimensional world, while preserving the bold colors and playful energy that have made NERDS instantly recognizable since the 1980s.

The work featured here spans three years of design and development, tracing an expansive character universe that continued to grow without me at the helm. With the characters as our foundation, we created a flexible global toolkit that brings the brand to life across markets, platforms, and experiences—from paid media, social, and digital to retail, packaging, experiential, and beyond.

The characters debuted on a major stage during the 2024 Big Game, but were designed to live far beyond any single moment.

We also created the Gummy mascot for NERDS Gummy Clusters—the brand’s first major character addition in decades and a defining expression of its most successful innovation. Together with a complete redesign of the NERDS brand identity, the result is a fresh, expressive world built for a new generation while remaining unmistakably NERDS.

With no budget to build the Johannesburg Zoo's online presence, we decided to hire from within.

Instead of finding a social media manager, we handed the job to someone who already knew the zoo inside out: BG, the Johannesburg Zoo's much-loved resident honey badger and official mascot.

We transformed BG into the world's first live-tweeting animal by building a custom, animal-friendly system inside his enclosure. Wireless infrared motion sensors divided the habitat into six zones, each connected to a server containing hundreds of pre-written tweets. As BG wandered around his enclosure, the sensors detected his location and automatically published contextually relevant tweets from his Twitter account in real time. Whether he was watching visitors, pestering his neighbours, eating lunch or simply being a badger, his social feed reflected exactly what he was doing.

What started as a clever way to solve the zoo's communications problem became a completely new way of thinking about social media—turning the zoo's own mascot into its most authentic storyteller.

For the project, I wrote more than 700 tweets, immersing myself in badger behaviour, animal facts and countless evenings wandering the zoo looking for inspiration. The work paid off, earning a Cannes Lions Cyber Copy shortlist, generating millions in earned media, and attracting global coverage from TIME, ABC News, NBC, Fox, Huffington Post and hundreds of other outlets. One of BG's tweets was even read (and sung!) live on Good Morning America—surreal proof that a honey badger from Johannesburg had found an audience on the other side of the world.

Fun fact: I even got to cradle BG like a baby. He was surprisingly tame... for a honey badger.

Awards: WEBBY Honoree, AdReview Campaign Award, One Show Interactive Merit, Cannes Shortlist Cyber Copy, Cannes Shortlist Social Platforms, Cannes Shortlist / Cyber Community Building, FWA Site of the Day, Gold Bookmarks Pixel / Brand Content, Gold Bookmarks Pixel / Brand Content, Shortlist Loerie / Digital Writing Craft, Silver Loerie / Digital Social Media, Bronze Loerie / Media Innovation, Loeries Craft Certificate / Best Use of Technology, Second in Ad of the Month / Digital Campaign

Trolli had long been famous for its iconic sour worms, wildly unexpected collaborations, and a sense of humor that lived somewhere between delightfully unhinged and “Who approved this?” So when the brand launched Trolli Gummi Pop—a first-of-its-kind frozen gummi on a stick—a standard product campaign was never going to cut it.

Part gummi, part ice pop, and entirely its own gloriously wiggly-weird thing, Trolli Gummi Pop combined two flavors, a uniquely chewy frozen texture, and Trolli’s signature sour punch. It didn’t simply enter the frozen aisle. It invaded it.

To launch this radical innovation, we continued the epic saga of the Trolli Worms and their one true purpose in life: getting eaten. In their latest—and coldest—adventure, the Worms escaped the candy aisle, made a chaotic break for the freezer, and transformed themselves into the ultimate frozen snack along the way.

But no breakout is complete without an investigation. A buddy-cop-style security duo arrives to make sense of the frozen upheaval, only to come face-to-face with the legendary Trolli Mama and her army of wiggly weirdlings.

Naturally, these worms couldn’t be contained to one film—or even one aisle. We unleashed a massive 360-degree campaign across traditional channels, bespoke social content, smartphone-enabled augmented-reality gaming, extensive retail activations, and more. Every touchpoint pulled consumers deeper into Trolli’s wonderfully bizarre universe, turning a product launch into a full-scale frozen takeover.

Social audiences devoured the campaign, with the content earning exceptional engagement and standout performance on TikTok. Consumers devoured the product, too: Trolli Gummi Pop went viral immediately and claimed both the No. 1 and No. 2 spots among the top-selling new SKUs in the frozen handheld treats segment.

Trolli Worms escaped into the freezer. Things went deliciously off the rails. Category domination ensued.

They came. They thawed. They conquered.

A brand world built to flex.

We rebuilt the NERDS visual identity as a bold, modular system designed to be as energetic and expressive as the candy itself.

A flavor-led color palette, oversized dimensional typography, graphic color blocking, sensory product photography, and the characters’ unmistakable personalities work together to create a world that feels playful, tactile, and distinctly NERDS. The global toolkit gives every product and flavor its own vibrant expression while keeping the entire portfolio connected.

Quick, cost effective and universally resonant, the ecosystem was designed to flex across packaging, social, digital, retail, experiential, and out-of-home. The system can shift in scale and composition without ever losing its identity—creating endless possibilities within one unmistakable brand world.

We taught an old bunny some new tricks and inspired everyone to put a hop in their next shop.

For Freeze the Moment, we repositioned and modernized Blue Bunny around a simple truth: the sweetest family moments rarely make it onto the calendar. They happen out of the blue—in the giggle before bedtime, the sneaky snack after practice and the stories that spill out over dessert.

We transformed Blu from a farmy old bunny, who wasn’t quite connecting, into a charming blue sidekick who hops in to help good times happen.

With products designed for less fuss and more fun, Blue Bunny turns everyday in-betweens into moments worth savoring—because we may not be able to stop time, but we can always freeze it.

We brought the idea to life through a vast brand and campaign toolkit designed to show up everywhere families do—spanning every channel, format and media touchpoint. It’s a whole new world for Blue Bunny and we’ve only just opened the freezer.

This campaign was the sequel to the much-loved MTN ‘Duck Egg’ campaign, which was released in 2014. Based on fact, the commercial shows us the wonder of amateur radio operation and earth-to-space communication. At the time, there were more than 1.5 million licensed amateur radio operators talking to other radio operators all over the globe, as well as communicating with those in space.

As much as the world is embracing the positive impact technology is having on learning, there are those who worry that modern children are missing out on the kind of adventures their parents had while growing up without technology. The commercial gave a fresh perspective to the positive role technology can play in our children’s lives.

Filmed in South Africa, the campaign went live in Benin, Cameroon, Côte d’Ivoire, Congo, Liberia, Nigeria, Rwanda, South Sudan, Uganda and Zambia. The commercial was part of a large-scale global MTN campaign developed for MetropolitanRepublic WPP, which also included supporting digital, experiential, outdoor, print and retail elements.

It was really great that this campaign reached so many people across the great African continent. Access to knowledge is critical in enabling growth and having an opportunity to show people the power data-enabled smart devices and tablets can have was really exciting.

Awards: Creative Circle Third in Ad of the Month / TV, Shortlist Loerie / TV Craft Performance, Shortlist Loerie / Original Music and Sound Design, Shortlist Loerie / Editing

This little ad made a big impact. The spot was produced as a simple, emotive brand spot to highlight MTN’s network benefits to the emerging South African market.

Owing to its success in this market, the campaign was extended and flighted throughout Africa. It had great BMS and RECALL scores and resulted in a global campaign extension in the next marketing quarter.

Awards: Shortlist Loerie / TV, Shortlist Loerie / Original Score

Your favorite candy bar is a treat. Ice cream is a treat. Your favorite candy bar as ice cream? That’s a double treat. The candy aisle is officially moving to the freezer section—and iconic just got epic.

Double Treat Yourself celebrates indulgence multiplied—the surprisingly delightful magic that happens when two great things come together and become even greater than the sum of their delicious parts. It’s more than candy. It’s more than ice cream. It’s an ice cream candy bar dream team. And yes, it’s a pretty freaking big deal.

Big, joyful and unapologetically product-centered, this launch campaign makes the bar the star and turns every bite into an irresistible expression of excitement. Built to work across platforms, the idea lands through bold visuals, physical comedy and cinematic cravability.

We even made a cameo at Heidi Klum’s famous Halloween party—because apparently becoming ice cream wasn’t enough of a costume change.

So go ahead and have it all. Your candy bar and your ice cream too. Two treats. One bar. This delicious math checks out.

My personal favorite is the 100 Grand Ice Cream Candy Bar. DANGEROUSLY GOOD. 10/10. Would recommend.

Halo Top pioneered the low-calorie ice cream category, proving that indulgence and better-for-you didn’t have to be mutually exclusive. But by 2025, the brand was ready for its next evolution.

Halo Top refreshed the recipes across its Core portfolio and introduced an entirely new line in eight flavors: Halo Top Mix-Ins. Packed with the chunks, swirls, cookie dough, fudge, and gooey goodness people loved about traditional ice cream, Mix-Ins delivered full-on indulgence with half the calories.

Our task was to launch this breakthrough innovation while refreshing and repositioning the broader brand for a new generation of ice cream lovers. The result was “Ice Cream Like Never Before”—a platform built around the idea that consumers no longer had to choose between indulgence and moderation.

At the heart of the platform was a simple belief: eating ice cream should be about enjoying it to the max. It should be a me-time moment when people could get completely lost in deliciousness without worrying about calories or consequences. With craveable flavors and textures, added protein, and fewer calories, Halo Top gave people permission to scoop it up with their whole heart. No holding back. They could go deep into pure delight and go to town full-tilt. They could ice cream with abandon.

But giving people permission to indulge wasn’t enough. We needed them to believe the ice cream could deliver on that promise.

For Halo Top to compete, it couldn’t simply look delicious compared with other light ice creams. It needed the appetite appeal and taste credentials to stand confidently alongside the most indulgent brands in the freezer, including Ben & Jerry’s and Häagen-Dazs. Establishing the believability of this new taste experience became one of our most important creative priorities. Halo Top needed to become famous for being delicious ice cream first—ice cream that just happened to have half the calories.

To bring that vision to life, we spearheaded a comprehensive refresh of the Halo Top brand and its entire design system. The original identity had leaned heavily into light pastels and gravity-defying imagery rooted in the brand’s low-calorie origins. While that approach had helped establish Halo Top, the arrival of Mix-Ins demanded a richer, more decadent, and more appetite-forward expression.

We developed distinct but connected design systems for both the original Core portfolio and the new Mix-Ins line. The Core range was refined and modernized, while Mix-Ins introduced a deeper, more indulgent visual language. A refreshed color system, elevated typography, and a new photography style created a more contemporary Halo Top—one capable of celebrating the full breadth of the portfolio while making deliciousness impossible to miss.

To support the launch, we created an extensive library of product photography and motion assets, meticulously styling every flavor to showcase its abundant chunks, decadent swirls, gooey inclusions, and craveable textures. Macro food cinematography brought consumers impossibly close to the product, making appetite appeal the hero and giving the brand’s new taste credentials tangible, mouthwatering proof.

The campaign extended across film, social, digital, and retail, inviting ice cream lovers everywhere to take off the lid, let joy take over, and experience Ice Cream Like Never Before.

Results: The work helped usher in a new era for the brand. Within months of launch, Halo Top returned to growth, delivering +34.1% sales growth, +22.1% velocity gains, and +3.9 share points.

Importantly, the impact extended beyond the new Mix-Ins line. Halo Top’s Core pint business also accelerated significantly, demonstrating the power of the repositioning to reinvigorate the broader brand and renew consumer demand across the entire portfolio.

Glade® is still seen as a mass brand with expected fragrances. However, this couldn't be further from the truth. Glade® creates world-class fragrances that are crafted by internationally recognized master perfumers, it’s just that nobody knows the level of expertise that goes into them. Much like perfume design, each fragrance profile is carefully blended and layered with top, middle and bottom notes. Creating scents that are delicately balanced to compliment and not overpower. Glade® wanted to let people know about the special craft that goes into their fragrances and flip their perception of being just another traditional air care brand on its head.

We developed a family of key visuals that bring to life the delicately balanced elements that make up Glade® fragrances. These were developed to be able to flex across media, from paid social to eccom, retail and ATL comms.

NOTE ON ART DIRECTION

Each execution was delicately balanced with the utmost care and consideration for the scent cues that make up the fragrance, as well as the seasonal feeling each fragrance inspires. Hours of craft went into each iteration, directly mirroring the attention to detail and craftsmanship that goes into the fragrances themselves.

To bring to life the idea of “delicately balanced fragrances”, we created topsy turvy sculptures carefully built from the scent cues used to create them. We used bold and bright colors to appeal to a new, younger audience and each ingredient was chosen to follow this modern monochromic theme.

We looked at different and exciting ways to show ingredients, playfully placing each element on top of each other to create energetic compositions that defy gravity and ignite your imagination. We blended hard and soft, organic, and inorganic elements to create texture and dynamism. Natural light was used to create very soft and subtle shadows and highlights.

This spot was created to let people know that Cox literally has Gigablast speeds everywhere, from log cabins to dog cabins and everything in between.

The spot was one of Cox's top testing TV ads ever made.

I mean who doesn’t love a makeover?

The agency was tasked to evolve the Glade brand globally. They wanted to break free from category clichés and reposition themselves as timelier, more modern, premium and speak to a younger audience. Get folks to see them as more than just a crusty toilet spray for old ladies.

The truth is that Glade really does have amazing fragrances, that are each consciously crafted by highly credentialed master perfumers. They are also constantly innovating forms and have some of the most rigorous safety standards in the industry. Their products are world-class, but people think of them as dated and full of bad ingredients. Our job was to change this. To make them a consideration again, with a fresh brand narrative and new aesthetic. Something compelling that tied all their comms together neatly, complemented by a stylish and cohesive look.

And so the fully integrated “Own the Air” campaign was born. A radical brand revamp that elevated the communication across the board and made Glade relevant again. An invitation to take control of your environment, and use scent as a superpower to express your mood.

We said goodbye to antiquated visual tropes and dusty language and gave the brand some swagger. We developed a strong bank of hero assets, that allowed us to to make the content as modular as possible. This was so regions could quickly and easily build assets and tailor them to their markets. As lead agency, I helped head up the brand from a global POV and oversaw everything globally. Everything from ongoing ideation and design, rolling out the brand look and feel across the through-the-line comms, film production, 3D product rendering, paid and organic social, website information design and copy, brand activations, fragrance and product naming, creative innovation and beyond. On top of creative directing the project, I was extremely hands on in the process, rewriting the entire Glade website myself and doing a lot of the ideation and writing for key assets.

It was a mammoth task, that took 3 busy years to create and fully roll out across the world. The campaign is truly enormous and continues to grow year upon year. All in all, it launched with 700+ modular deliverables for all 5 global markets to localize. To date over 60 unique fragrance expressions have been conceptualized and crafted. What is represented here is just a small smattering of examples, from some of the different parts of the communication funnel.

In terms of results, this campaign has been doing very well for the client. Streamlining their comms process, creating much-needed synergy and driving massive efficiencies across their global regions.

In addition, the campaign’s performance was measured by a third party researcher - scoring well in ‘shifting brand perceptions’, ‘comprehension’ and ‘likability’. Sales results are confidential, but it has certainly improved conversion.

These spots were created to show all the fun and amazing possibilities, when families install Cox’s fastest Internet speeds ever.

The social content pieces of this campaign were two of the best performing OLVs in driving ROAS (return on ad spend), in the history of the business.

When it comes to viral stickiness, weddings and proposals are huge online. Uniting and dividing us all. In the wake of the Royal Wedding in 2018, we decided to plug into this mega trend and used Vodacom’s ad spend to sponsor a real-life proposal. A proposal that everyone in the country could help plan, with the assistance of social media polls on Facebook and Instagram Stories.

We drove everyone to our polls through live OOH integrated with social media, we created a gamified instant experience that cleverly linked 8 canvasses together to create an interactive social media game and developed beautiful and engaging snackable social content.

People could weigh in on everythaaaaaang, from the winning couple, to the ring, food, cake, flowers and so on. Finally, the actual proposal was shared on Facebook and Instagram Live.

The campaign was a resounding success. Who knew an engagement was all we needed to get people engaged.

6.4 million engagements

Beat industry benchmarks by 84%

221% return on ad spend

For parents potty training little boys, the struggle is real. Keeping them on track and on target takes up so much of your time and you spend a LOT of that time cleaning up messes. It’s a tough job and parents need all the help they can get. Luckily the Scrubbing Bubbles Grime Fighter is just as tough. It fights filth fast, so parents can focus on getting right back to fighting with their tiny man person for 30 mins about why he needs to put his pants back on. Amongst other precarious potty-training things.

We wanted to have fun with the rich and relatable topic of potty training in a medium that would allow us to explore real scenarios, without being too vivid. For a sensitive subject like potty training messes, audio was the best and only way to go. It’s something that you want to hear and not see.

A DRTV brief isn’t always the sexiest job to work on, but we made it cool. The piece worked out really nicely creatively and also happened to be a top performer for the business.

In 2012, FNB’s incredible product innovation resulted in them becoming a category leader in the world of banking. They were even voted the World’s Most Innovative Bank at the 2012 BAI-Finacle Global Banking Innovation Awards. To this end, they needed a switch campaign that would solidify them as a leader in the minds of consumers, not just banking geeks.

We created a campaign that was both emotive and functional, a bridge between brand and retail. It was very successful and even resulted in one of the country’s foremost cartoonists doing a spoof about FNB’s marketing + innovation vs. their competitors.

An oversized self-mailer and scratch-off poster, that gives baseball fans access to the full season schedule.

MLB Extra Innings sports package from Cox Communications, allowed you to watch every single baseball game from the comfort of your home all season.

To get fans excited about just how many games they could actually watch, we created an oversized self-mailer that doubled as a keepsake poster. The poster is printed in scratch-off ink and features every stadium in the league. When you scratch-off the ink of a stadium, a QR code is revealed underneath. Scan the QR code and you’re directed straight to your team’s full schedule.

This spot was shortlisted in the Radio Mercury Awards, being 1 of 100+/- commercials that represent some of the best audio work being done in the USA and internationally.

Shoo wee, this is a technical one.

The Interactive Advertising Bureau (IAB) wanted to educate and inspire advertising and marketing decision-makers with a dazzling creative display of what digital can achieve. They wanted to position themselves as thought-leaders in understanding effective digital advertising and the digital audience.

‘The Pulse’ was a 3D heart-shaped rendering of the main topics that South African web users were interested in. It scanned the content on IAB publisher sites, cross-referenced it with Twitter and determined the overall sentiment and popularity of the topic. The more dots there were and the faster it beat, the more popular the topic. The darker the dots, the more negative the story. Each dot represented an article or a tweet and clicking on a dot revealed its source. Visitors to the site could zoom in and rotate the heart, as well as select other topics of interest.  

This dynamic tool symbolically lived at the heart of the IAB website. It was an information hub where marketers and creatives would come face-to-face with the collective consciousness of South Africa’s online community. For the first time giving them access to a tangible manifestation of their digital audience and for the first time giving them a tool that helped them to better understand this digital audience.

The microsite was supported by a banner campaign on the publisher sites, PR and social content. Our initial vision for the aesthetic is represented upfront in the creative mix and the final dev work last. Owing to time and budget constraints, the actual dev was a lot less beautiful than we would have liked. That said, the functionality was amazing and lots of lessons were learnt. 

In South Africa the government is pretty corrupt. Serving the people is the last thing on their minds. Fat cat MPs travel everywhere in luxury motor cavalcades at high speed. Their reckless behavior has cost the public millions and in some cases their lives. Even the press is scared of them. But we weren't.

Nando’s, a casual dining restaurant chain, has built their brand on provocative social and political satire. They love to tackle taboo issues in a tongue and cheek way and add a bit of spice wherever they can. In this instance they wanted to fire up a conversation about the state of the South African nation, whilst simultaneously advertising their world-famous peri-peri chicken offering.

Our campaign reached over a 3rd of the SA Public, it was the 2nd most watched Global YouTube Video in SA in August 2013, and the most watched Local YouTube Video in August 2013. It also amassed over 19 665 737 million views in 2014 and those numbers have been steadily climbing since. This piece of work is iconic in the South African market and political upheavals often result in a recirculation of the work.

Awards: Shortlist Loeries 2015 / Internet Video, First in Ad of the Month / Television

To align with Vodafone’s 2017 global repositioning campaign, Vodacom wanted to develop content that would connect with consumers and get them excited about their vision for a tech-enabled future. They wanted to make their brand purpose clear and give people a reason to believe that the future is exciting with Vodacom. 

The campaign was very successful and the social engagement was really high, Vodacom's most engaging social campaign of 2017. 

Youth Day 2017 marked the 41st anniversary of the Soweto uprisings, the historical day in June 1976 when black South African students rose up and demanded their right to a better education.

At the time, Vodacom was getting a lot of heat owing to high data costs and customer service issues. They wanted to use this tactical opportunity as a way to shift negative brand sentiment on social media, as well as showcase their commitment to the youth.

We created a series of tactical online content for Youth Week, using emotive slam poetry to land the idea that; with access to knowledge through technology, you can make your dreams a reality. That with the greatest access to information in history, “This is your Time”.

We launched the #TIYT campaign with a flagship commercial that introduced the big idea. This was supported by an online video series that showcased the inspiring words of 5, young South African poets. The poets wrote and performed original works that spoke to the power of knowledge and what June 16th meant to them in 2017. The empowering body of writing had a huge impact in the market, cutting through Youth Day clutter and sparking widespread positive conversation on social media.

Awards: Craft Bronze in Marketing Copywriting, MarkLives Ad of the Week, Bookmarks

During the busiest time in the South African marketing calendar, Vodacom wanted to create a breakthrough campaign that would drive MyVodacom app downloads, decrease customer sim-swapping and increase retail sales.

Play Every Day was a simple mobile game that lived inside the app, as well as in USSD. The game encouraged people to interact with the brand EVERY SINGLE DAY, rewarding only Vodacom customers with 1 FREE chance at winning a mystery prize every day and allowing anyone to purchase additional plays.

We had a strong platform, but needed to stand out. So, while our competitors were using the usual babes in bathing suits to push their promotions, we did something different and chose a group of gorgeous, tech-savvy grannies.

These #instagrannies brought the campaign to life at every consumer touch point, incorporating TV, radio, print, activation, retail and online. They owned the season, showcasing how fun and easy the app was to use, testing out prize wins on a live nationwide radio road show that synced to social, taking over the Vodacom Instagram channel, sharing selfies and driving their iconic red drop-top convertible countrywide while driving loads of online engagement.

Awards: Kantar Millward Brown Best Liked Campaign, Voted Best Campaign in the Vodafone Network, Vodacom CEO Award, Next Generation Award for Best Integrated Marketing Campaign, Next Generation Award for Most Innovative Digital Campaign, Bronze Bookmarks Pixel in CRM, Loyalty Programs & Gamification, MarkLives Ad of the Week.