The Drive to Defy
Who do you think you are? Society will try to answer this question for you – if you allow it. Yet there are people among us whose ambition and resilience have led them to defy social expectations. They fight stereotypes and prejudice at work.
They face depression and self doubt at home. But still they rise. What powers them? A relentless drive to defy.
To launch the new category-defying T-Roc, we looked to celebrate the spirit of defiance that lives within us all.
Embodying this drive, are a group of unstoppable individuals who were born to break conventions.
From South Africa's first black female combat pilot to a trailblazing ballerina who rewrote history.
Every aspect of #TheDriveToDefy focusses on people who dare to take up space. Featuring Kitty Phetla, Major Mandisa Mfeka and the incredible artists who’ve worked behind the scenes to bring these stories to life.
Together, they are our Defiant Ones and these are their stories...
Kitty's story of defiance
Major Mandisa Mfeke's story of defiance
When we created the "Drive to Defy" campaign we wanted to not only celebrate the spirit of defiance, but enable it.
So we looked to include people in the production that had defied something to get to where they are today.
From the Content Director battling depression to the Assistant Director who used to be a security guard on set.
We then set out to tell their stories.
Kyla's story of defiance
Kuda's story of defiance
Jodi's story of defiance
Rasta's story of defiance
This was one of the most ambitious campaigns I have ever been a part of,
and none of it could have happened without the incredible work by the people and companies below.
When COVID hit and the world came to a standstill, you pushed on and defied the odds to create something truly special.
A huge thanks to our incredible Clients for their trust, my Ogilvy team for their grit and commitment to creativity,
all our partners who put every inch of their craft into creating this campaign,
and lastly, to our Defiant Ones - thank you for trusting us with your stories.
Credits:
Agency: Ogilvy Cape Town
Client: Volkswagen South Africa
Creative Director: Alex Goldberg
Associate Creative Director: Riaan Van Wyk
Creative Group Head/Art Director: Sibs Zihle
Creative Group Head: Marjolein Roussouw
Art Director: Lisa Hodgkiss, Annie Bekker
Copywriter: Sandhya Mathura, Mel Horenz, Steven Lipschitz
Agency Producer: Cathy Day Tooze
Account Team: Chris Spencer, Jeanine Hugo, Tom Prentice
Director (Brand - Kitty/Mandisa): Fausto Becatti
Director (Content - Kyla, Kuda, Jodi, Rasta): Kyla Philander
Producer: Daniel Kaplan
Producer (Content): Lee-Anne Jacobz
Production Company: Bioscope Films
DoP: Adam Bentel
Editor (Brand): Daniel Mitchell
Editor (Content): Shelby Ncube
Post: Strangelove
VFX: Sinister
Music: Pressure Cooker / Audio Militia
Sound Design: Workroom
Sound Engineer (Brand): Stephen Webster
Sound Engineer (Content): Michael Botha
Photographer: Jodi Windvogel
