The award-winning 90-second film was created for a refreshed and rejuvenated Edgars.

South Africa’s Sho Madjozi worked with Edgars to co-create the song she performs in the film, and viewers see her hitting the streets of Johannesburg while a diverse crew of people (and some of South Africa’s creators of influence) expresses themselves.

With 133 million media impressions, an 800% increase in the share of voice, over R50-million in earned media and a 533% increase in brand sentiment, Edgars says it is winning back the brand love.

The campaign was created by VMLY&R South Africa with production by Giant Films Cape Town and Tessa Ford Post, as well as media by OMD Johannesburg, PR by Salt PR & Communications Johannesburg and influencer management by A-List Communications Johannesburg.

CEO Mike Elliott says, "The way we did things yesterday no longer works for our consumer. The consumers of today have a growing need to feel connected and to express themselves in their own highly individualistic ways. As a brand, we owe it to our consumers to be not just relevant, but to be culturally relevant too."

According to Edgars,  its ‘own the look’ campaign is vibrant, real, diverse, beautiful and proud.

The brand refresh encompasses a new logo and a revitalised look that aims to bring the ‘street’ back into stores, as well as authentic South African collections and ranges.

The Cannes Lions International Festival of Creativity aims to celebrate creativity that goes beyond branded communications, that creates authentic entertainment, engages consumers, and impacts culture.

Edgars' head of marketing Nicky Correia says, "This is not just a win for the brand, this is a win for South African culture. We have become a brand driven by a diversity of very real people who are all culture creators in their own inspiring ways, so this campaign was so much more than a brand message for us. It is a call to self-expression for all South Africans, and it is our incredible melting pot of culture that led the way and shone through so powerfully."

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