The presentation includes Jason Xenopoulos (NATIVE VML CEO), who will be joined by Ryan McManus (NATIVE VML executive creative director), Melanie Campbell (head of marketing of white spirits and rum at Pernod Ricard South Africa), and Khuli Chana, to talk about Africa’s creative renaissance – the continent’s emerging consumer market – and the opportunity for global brands to capitalise on the creative revolution.
The talk will showcase the One Source campaign that NATIVE VML created for client Absolut. The pan-African musical collaboration featured hip-hop artist, Khuli Chana, and some of the continent’s biggest musicians. It resulted in a concept album, music video, and track that made number one on the South African iTunes store.
“We are delighted to have this opportunity to showcase Africa in a completely different light on a global stage. What makes this interesting is not simply the work, but the fact that it is reflective of a massively creative and cultural shift on the continent. We are excited to give marketers the world over valuable insight into an emerging economy that they know very little about,” says Xenopoulos.
The talk will occur at the Cannes International Festival of Creativity at Cannes Lions Entertainment at the Inspiration Stage on Wednesday, 21 June at 15:00.
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