"As a female-owned agency, we were extremely excited at the prospect of partnering with Hyundai on this campaign. It allowed us to create work that was unapologetically pro-women," says Monalisa Zwambila, CEO and founder at Riverbed.
The agency says that it has always been about inspiring positive change, and its TVC does just that.
"Through our deep empathy strategic framework, a poignant insight was gleaned that drove the creative idea. South African women, on average, spend an additional 3.5 hours on unpaid household work — a startling reality that heightens their daily burden," says Riverbed.
"This insight informed our TVC thematic," adds Katleho Mahapa, senior marketing manager at Hyundai.
"As Hyundai, it was important that we worked and collaborated with a female-owned agency, as we understood the power this would bring to what we wanted to share with consumers. We're really pleased with the work created by Riverbed," says Mahapa.
"We understood the value of putting women in the driver's seat in service of ensuring the authenticity of the story we were telling," adds Tumi Sethebe, executive creative director at Riverbed.
"To that end, we had an all-female team — from the copywriter to the production company — and brought in Gale Maimane as director. The music was composed by world-renowned pianist and vocalist Thandi Ntuli," says Sethebe.
"It is our hope that this TVC awakens society's conscious and allows for people to be cognisant of their roles in the passive enablement of gender inequality," adds Sethebe. "We're proud that this is another industry first for Riverbed — a female-owned agency working with a global car brand and producing work that is pro-women."
Zwambila concludes, "It is only with clients like Hyundai that women can truly get access to do great work. We are delighted to have Hyundai on our database of clients because of the alignment of our values."
For more information, visit
www.theriverbedagency.co.za. You can also follow Riverbed on
Facebook,
Twitter or
Instagram.