According to Ogilvy Cape Town, the campaign generated R31.8-million in earned media and had a bigger reach than the opening ceremony of the 2010 Soccer World Cup.

The activation for the campaign included a female choir singing Asambe Nono, a South African football song, at the Soweto derby in March with the lyrics revised to tell the story of a woman being abused by her partner when he comes home under the influence from a soccer match, which his team has lost.

The chorus aimed to make it clear that there was '#NoExcuse' for abuse. The new words were carried live on the screen at FNB Stadium for the crowd of 85 000.

The choir’s performance was televised on SABC and Supersport, with commentators explaining the meaning behind the intervention to viewers.

Ogilvy Cape Town ECD Tseliso Rangaka says, "The combination of a brave client, a passionate agency team and a truly worthy cause doesn’t come around often. I am privileged to have seen this happen for our Carling Black Label client. I am also immensely grateful to everyone that helped shine a light on one of our country’s darkest afflictions."

Ogilvy South Africa CCO Pete Case says that this was the fourth Cannes Grand Prix in five years for Ogilvy South Africa.

"As an agency, we’re constantly looking to craft ideas that step outside the traditional advertising categories in order to authentically engage with target audiences, so we’re super proud that this innovative work has made such a big mark on an important issue."

VP: marketing at ABInbev Africa Andrea Quaye says, "When we launched '#NoExcuse' last year, we vowed to drive positive change. This was a highly creative, powerful, emotive and impactful way to deliver on that promise. I am so proud of everyone involved in making this amazing piece of work happen."

The 'Soccer Song for Change' campaign took home an additional Bronze Lion. Ogilvy South Africa also secured two Silver Lions and a Bronze for Volkswagen South Africa, as well as three Bronze Lion Awards for Castle Lager.

For more information, visit www.ogivly.co.za. You can also follow Ogilvy Cape Town on Facebook or on Twitter.