The South African Breweries (SAB) is committing to the nation to use its scale, reach and expertise to accelerate responsible consumption through
its evidence-based platform: SAB Sharp. A play on words championing responsible consumption of alcohol by rallying South Africans to be SHARP,
to make better decisions when it comes to alcohol consumption.
its evidence-based platform: SAB Sharp. A play on words championing responsible consumption of alcohol by rallying South Africans to be SHARP,
to make better decisions when it comes to alcohol consumption.
We created an interactive radio drama that aired on Ukhozi FM, South Africa’s biggest radio station, and the world’s second biggest. We called
this series: Zikhethele – Isinqumo Ngesakho. (Make a Decision – The Choice Is Yours). This five-part series was co-created with our audiences.
this series: Zikhethele – Isinqumo Ngesakho. (Make a Decision – The Choice Is Yours). This five-part series was co-created with our audiences.
Each episode ended with a cliff-hanger, where we gave people a choice between two options: a dramatic, alcohol-fuelled one and a responsible, seemingly boring one, giving them power to decide what happens next.
It was no surprise they chose the former. In episode 5 we revealed that this was in fact, a social experiment – in turn, placing a mirror in front
of South Africans that we’re all a part of the problem.
*We took home a BRONZE at The Loeries on this beautiful piece of work*
of South Africans that we’re all a part of the problem.
*We took home a BRONZE at The Loeries on this beautiful piece of work*
Agency: Joe Public
Agency AM: Jeanne Rosenberg
Agency Producer: Di Cole
Art Director: Akona Golimpi
Brand Director: Sphe Vundla
Marketing Manager: Itumeleng Mehale
Communication & Reputation Manager: Thato Radise
MD: Khuthala Gala Holten, Mpume Ngobese
CCO: Pepe Marais, Xolisa Dyeshana
Creative Director: Gareth O’Callaghan
ECD: Assaf Levy
Radio Director: Nomfundo Myeni, Senzo Hlela
Performances: Fezile Makhanya, Gcina Mkhize, Sibusisiwe Ngubane, Sifiso Mtolo, Nosiphi Khuzwayo
Producer: Lwazi Mngoma
Studio: Ukhozi FM
Strategist: Samuel Mokhele
Sound Engineer: Samukele Khumalo
Regional Agency Group: Joe Public United
