It also won a Graphite Pencil for Direct Response/Ambient and a Wooden Pencil for Direct Response/Film. In addition, Ogilvy South Africa's 'Soccer Song For Change' campaign for Carling Black Label captured a Wooden Pencil for Innovative Use of Radio/Audio. In total, Ogilvy South Africa was shortlisted for awards in a total of five categories.
"Our teams in Cape Town and Johannesburg deserve huge congratulations for this global honour," says Ogilvy chief creative officer Pete Case. "These were both highly creative and integrated campaigns that caught the attention of millions of South Africans."
"At the same time, they both drove brave and much needed commitment towards positive social change in our country. We’re very proud to have this type of brand activism recognised on the world stage. We are also very pleased to have clients who partner with us to push the boundaries of advertising and communication," Case adds.
The 'Shave To Remember' campaign aimed to celebrate the centenary year of Nelson Mandela’s birth. Philips and The Nelson Mandela Foundation collaborated to call on todays generation to remember Mandela through his iconic haircut.
Soccer for Change was an activation at the heart of Carling Black Labels' '#NoExcuse' social campaign. Carling aimed to draw attention to the issue of violence against women at the Chiefs verses Pirates derby.
The activation culminated in a live performance before the match, where a group of female singers performed a version of the football anthem Masambe Nono. However, the lyrics changed half way through to tell the story of how women are beaten by their husbands after they come home intoxicated and angry after their teams have lost.
The D&AD Awards have been celebrating creative excellence for the past 57 years. The awards see 250 of the world’s best creatives invited to judge work by advertising agencies around the world to see who wins a D&AD Pencil.
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