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不要告诉我该怎么做
案例简介：为什么这项工作与娱乐相关？ 如果Edgars创建了另一个电视广告，它将不允许该品牌重新与文化联系。我们需要创造一些新的东西。一种文化。人们想看的娱乐节目。 我们与30多个富有表现力的非洲人物合作，团结他们的多样性，并制作了一部分音乐视频，一部分非洲音乐电影。 文化电影使我们能够创建人们在社交媒体平台上分发的内容，与他们的文化，时尚，音乐和生活方式相关。 这部电影讲述的是自我表达，品牌的信念，但也为 背景 Edgars是南非拥有90年历史的时尚和美容百货公司，与当代非洲观众完全失去了联系。2018年，埃德加斯 (Edgars) 濒临关闭-使140 000个工作岗位处于危险之中。-可能是南非历史上最大的零售灾难。 我们需要将Edgars与文化重新联系起来，并重新构想整个品牌。 但是，在南非这样一个多元化的国家，你如何将品牌与文化联系起来呢？一个拥有11种官方语言的国家，正在经历一场创造性的文化复兴。在过去的几年中，非洲经历了激进的文化转变-随着新的黑人中产阶级消费者的崛起和大胆的新非洲身份，主要通过音乐，艺术和时尚来表达。南非已成为地球上最具表现力的地方之一-一种独特的非洲身份，不再是西方风格的衍生。 描述创意 我们创作了: “不要告诉我该怎么做”-一部非洲音乐剧，成为表达自我的国歌，汇集了30多个非洲名人，将埃德加斯与文化重新联系起来。由说唱歌手Sho Madjozi领导的这项文化合作，创造了品牌电影，社交内容，原创音乐，时装系列以及对这家拥有90年历史的老店的重新品牌和重新设计。 包括影响者和内容创作者的军团； 身体积极的活动家西福卡西·维蒂， 流行美容视频记录器-杰西卡·范·海登 变性人活动家 -- 艾丽·罗斯 • 电视名人和演员，乔纳森·博伊顿-李。 • 非洲美发艺术家-Nkiwe Dlovu。 • 斯文卡斯 (祖鲁时尚团队)，当地潘苏拉舞者，索韦托福音合唱团 世界上最年轻的DJ，DJ Arch Jnr， ·还有更多… 所有这些都是由非洲最快的新星，诗人，说唱歌手和时装设计师Sho Madjozi领导的! 描述策略 我们需要与正在崛起的非洲中产阶级千禧一代建立联系，现在他们专注于使用时尚来表达他们独特的非洲身份，而不再是西方风格的衍生产品。 作为一个代表 “自我表达” 的品牌，我们需要找到一种在文化中表达这一点的方式-展示该品牌如何增强自我表达能力，并为现代非洲重新注入活力。使用音乐和时尚，再加上非洲文化创作者的各种大熔炉，使我们能够将其表达为一种热烈的庆祝活动: “不要告诉我该怎么做!” 描述执行情况 该活动以3分钟的品牌电影发起，由Sho Madjozi领导，由我们的非洲名人主演。 有影响力的演员创建了自己的社交媒体内容。 这包括化妆教程，现场表演，喜剧表演，时尚故事，生活方式故事等等…… 所有这些都以Edgars产品为核心。他们的外表变得可以购物，直接将文化与销售联系起来。 我们创建了定制的SHO MADJOZI系列，通过我们的合作伙伴关系创造了更多的影响力。它迅速发展为文化，人们在社交媒体上的Sho Madjozi收藏中拍摄自己的照片，使其成为Edgars历史上最可见，最共享的收藏。 原始歌曲 “不要告诉我该怎么做!” 由Sho Madjozi为电影创作和表演，并成为主流媒体发行的自我表达国歌。 描述结果 这场运动创造了一场文化运动: 这首歌通过超过65 000个数字流将信息更深入文化 迄今为止的平台。 • 积极的品牌情绪533% 增加。 • 语音份额800% 增加-从4% 到36% (根据竞争对手衡量: Zara、H & M、Woolworths和Price先生)。 获得3.8万美元的媒体价值。 • 超过133万媒体印象。 • 在活动启动期间售出了超过5000件来自Sho Madjozi系列的物品。 ·Pr值为100万美元。 该活动帮助一家过时的时尚零售商与其多元化的当代非洲观众重新建立联系，成为表达自我的声音。
不要告诉我该怎么做
案例简介：Why is this work relevant for Entertainment? If Edgars created another TV ad it would not have allowed the brand to reconnect to culture. We needed to create something new. A piece of culture. A piece of entertainment that people wanted to watch. We partnered with over 30 expressive African personalities to unite in their diversity, and create a part music video, part African musical film. The cultural film allowed us to create content that people distributed across social media platforms, relevant to their culture, fashion, music and lifestyle. The film is about self-expression, the belief of the brand, but also launched the first song for the Background Edgars is a 90-year-old fashion and beauty department store in South Africa, that had completely lost relevance with a contemporary African audience. In 2018 Edgars was on the brink of closing– putting 140 000 jobs at risk. – potentially the largest retail disaster in South African history. We needed to re-connect Edgars to culture and reimagine the entire brand. But how do you connect a brand to culture in a country as diverse as South Africa? A country with 11 official languages, that is going through a creative and cultural renaissance. Africa has undergone a radical culture shift in the last few years - with the rise of a new black middle-class consumer and a bold new African identity, expressed mainly through music, art, and fashion. South Africa has become one of the most expressive places on earth – a unique African identity and no longer derivative of Western style. Describe the creative idea We created: “DON’T TELL ME WHAT TO DO” - An African musical that became an anthem for self-expression, bringing together over 30 African personalities to reconnect Edgars to culture. This cultural collaboration, led by rapper, Sho Madjozi, created branded films, social content, original music, a fashion collection and a total re-brand and re-design of the 90 year old store. The legion of influencers and content creators included; • Body-positive activist - Siphokasi Veti, • Popular beauty vlogger - Jessica Van Heerden • A transgender activist - Elle Rose • TV personality and actor, Jonathan Boyton-Lee. • African hair artist - Nkiwe Dlovu. • The Swenkas (Zulu Fashion Crew), Local Pantsula Dancers, the Soweto Gospel Choir • and the youngest DJ in the world, DJ Arch Jnr, • and many more… All of them led by Africa’s fastest-rising star, poet, rapper and fashion designer, Sho Madjozi! Describe the strategy We needed to connect to the rising middle-class African millennial, now focused on using fashion to express their unique African identity and no longer derivative of a more Western style. As a brand that stands for “SELF EXPRESSION” we needed to find a way to express this in culture - showing how the brand empowers self-expression and is totally re-energised for a modern Africa. Using music and fashion, together with a diverse melting pot of African cultural creators, allowed us to express it as an anthemic celebration: “Don’t tell me What to Do!” Describe the execution The campaign launched with a 3-minute branded film starring our African personalities, led by Sho Madjozi. The influential cast created their own social media content. This included make-up tutorials, live performances, comedy shows, fashion stories, lifestyle stories and more… all with Edgars products at the core. Their looks were made shoppable, directly connecting culture to sales. We created the bespoke SHO MADJOZI COLLECTION, creating further reach through our partnership. It quickly exploded into culture, with people photographing themselves in the Sho Madjozi collection across social media, making it the most visible and most-shared collection in Edgars history. The original song “Don’t Tell Me What To Do!” was written and performed by Sho Madjozi for the film and became an anthem to self-expression, released across mainstream media. Describe the outcome The campaign created a cultural movement: • The song took the message deeper into culture with over 65 000 streams on digital platforms to date. • A 533% increase in positive brand sentiment. • An 800% increase in share of voice – from 4% to 36% (as measured against competitors: Zara, H&M, Woolworths and Mr Price). • earned media value of $3.8million. • Over 133million media impressions. • Over 5000 items from The Sho Madjozi Collection were sold during the campaign launch. • A PR value of $1million. The campaign helped an outdated fashion retailer reconnect with its diverse contemporary African audience to become a voice for self-expression.
Dont Tell Me What To DO
案例简介：为什么这项工作与娱乐相关？ 如果Edgars创建了另一个电视广告，它将不允许该品牌重新与文化联系。我们需要创造一些新的东西。一种文化。人们想看的娱乐节目。 我们与30多个富有表现力的非洲人物合作，团结他们的多样性，并制作了一部分音乐视频，一部分非洲音乐电影。 文化电影使我们能够创建人们在社交媒体平台上分发的内容，与他们的文化，时尚，音乐和生活方式相关。 这部电影讲述的是自我表达，品牌的信念，但也为 背景 Edgars是南非拥有90年历史的时尚和美容百货公司，与当代非洲观众完全失去了联系。2018年，埃德加斯 (Edgars) 濒临关闭-使140 000个工作岗位处于危险之中。-可能是南非历史上最大的零售灾难。 我们需要将Edgars与文化重新联系起来，并重新构想整个品牌。 但是，在南非这样一个多元化的国家，你如何将品牌与文化联系起来呢？一个拥有11种官方语言的国家，正在经历一场创造性的文化复兴。在过去的几年中，非洲经历了激进的文化转变-随着新的黑人中产阶级消费者的崛起和大胆的新非洲身份，主要通过音乐，艺术和时尚来表达。南非已成为地球上最具表现力的地方之一-一种独特的非洲身份，不再是西方风格的衍生。 描述创意 我们创作了: “不要告诉我该怎么做”-一部非洲音乐剧，成为表达自我的国歌，汇集了30多个非洲名人，将埃德加斯与文化重新联系起来。由说唱歌手Sho Madjozi领导的这项文化合作，创造了品牌电影，社交内容，原创音乐，时装系列以及对这家拥有90年历史的老店的重新品牌和重新设计。 包括影响者和内容创作者的军团； 身体积极的活动家西福卡西·维蒂， 流行美容视频记录器-杰西卡·范·海登 变性人活动家 -- 艾丽·罗斯 • 电视名人和演员，乔纳森·博伊顿-李。 • 非洲美发艺术家-Nkiwe Dlovu。 • 斯文卡斯 (祖鲁时尚团队)，当地潘苏拉舞者，索韦托福音合唱团 世界上最年轻的DJ，DJ Arch Jnr， ·还有更多… 所有这些都是由非洲最快的新星，诗人，说唱歌手和时装设计师Sho Madjozi领导的! 描述策略 我们需要与正在崛起的非洲中产阶级千禧一代建立联系，现在他们专注于使用时尚来表达他们独特的非洲身份，而不再是西方风格的衍生产品。 作为一个代表 “自我表达” 的品牌，我们需要找到一种在文化中表达这一点的方式-展示该品牌如何增强自我表达能力，并为现代非洲重新注入活力。使用音乐和时尚，再加上非洲文化创作者的各种大熔炉，使我们能够将其表达为一种热烈的庆祝活动: “不要告诉我该怎么做!” 描述执行情况 该活动以3分钟的品牌电影发起，由Sho Madjozi领导，由我们的非洲名人主演。 有影响力的演员创建了自己的社交媒体内容。 这包括化妆教程，现场表演，喜剧表演，时尚故事，生活方式故事等等…… 所有这些都以Edgars产品为核心。他们的外表变得可以购物，直接将文化与销售联系起来。 我们创建了定制的SHO MADJOZI系列，通过我们的合作伙伴关系创造了更多的影响力。它迅速发展为文化，人们在社交媒体上的Sho Madjozi收藏中拍摄自己的照片，使其成为Edgars历史上最可见，最共享的收藏。 原始歌曲 “不要告诉我该怎么做!” 由Sho Madjozi为电影创作和表演，并成为主流媒体发行的自我表达国歌。 描述结果 这场运动创造了一场文化运动: 这首歌通过超过65 000个数字流将信息更深入文化 迄今为止的平台。 • 积极的品牌情绪533% 增加。 • 语音份额800% 增加-从4% 到36% (根据竞争对手衡量: Zara、H & M、Woolworths和Price先生)。 获得3.8万美元的媒体价值。 • 超过133万媒体印象。 • 在活动启动期间售出了超过5000件来自Sho Madjozi系列的物品。 ·Pr值为100万美元。 该活动帮助一家过时的时尚零售商与其多元化的当代非洲观众重新建立联系，成为表达自我的声音。
Dont Tell Me What To DO
案例简介：Why is this work relevant for Entertainment? If Edgars created another TV ad it would not have allowed the brand to reconnect to culture. We needed to create something new. A piece of culture. A piece of entertainment that people wanted to watch. We partnered with over 30 expressive African personalities to unite in their diversity, and create a part music video, part African musical film. The cultural film allowed us to create content that people distributed across social media platforms, relevant to their culture, fashion, music and lifestyle. The film is about self-expression, the belief of the brand, but also launched the first song for the Background Edgars is a 90-year-old fashion and beauty department store in South Africa, that had completely lost relevance with a contemporary African audience. In 2018 Edgars was on the brink of closing– putting 140 000 jobs at risk. – potentially the largest retail disaster in South African history. We needed to re-connect Edgars to culture and reimagine the entire brand. But how do you connect a brand to culture in a country as diverse as South Africa? A country with 11 official languages, that is going through a creative and cultural renaissance. Africa has undergone a radical culture shift in the last few years - with the rise of a new black middle-class consumer and a bold new African identity, expressed mainly through music, art, and fashion. South Africa has become one of the most expressive places on earth – a unique African identity and no longer derivative of Western style. Describe the creative idea We created: “DON’T TELL ME WHAT TO DO” - An African musical that became an anthem for self-expression, bringing together over 30 African personalities to reconnect Edgars to culture. This cultural collaboration, led by rapper, Sho Madjozi, created branded films, social content, original music, a fashion collection and a total re-brand and re-design of the 90 year old store. The legion of influencers and content creators included; • Body-positive activist - Siphokasi Veti, • Popular beauty vlogger - Jessica Van Heerden • A transgender activist - Elle Rose • TV personality and actor, Jonathan Boyton-Lee. • African hair artist - Nkiwe Dlovu. • The Swenkas (Zulu Fashion Crew), Local Pantsula Dancers, the Soweto Gospel Choir • and the youngest DJ in the world, DJ Arch Jnr, • and many more… All of them led by Africa’s fastest-rising star, poet, rapper and fashion designer, Sho Madjozi! Describe the strategy We needed to connect to the rising middle-class African millennial, now focused on using fashion to express their unique African identity and no longer derivative of a more Western style. As a brand that stands for “SELF EXPRESSION” we needed to find a way to express this in culture - showing how the brand empowers self-expression and is totally re-energised for a modern Africa. Using music and fashion, together with a diverse melting pot of African cultural creators, allowed us to express it as an anthemic celebration: “Don’t tell me What to Do!” Describe the execution The campaign launched with a 3-minute branded film starring our African personalities, led by Sho Madjozi. The influential cast created their own social media content. This included make-up tutorials, live performances, comedy shows, fashion stories, lifestyle stories and more… all with Edgars products at the core. Their looks were made shoppable, directly connecting culture to sales. We created the bespoke SHO MADJOZI COLLECTION, creating further reach through our partnership. It quickly exploded into culture, with people photographing themselves in the Sho Madjozi collection across social media, making it the most visible and most-shared collection in Edgars history. The original song “Don’t Tell Me What To Do!” was written and performed by Sho Madjozi for the film and became an anthem to self-expression, released across mainstream media. Describe the outcome The campaign created a cultural movement: • The song took the message deeper into culture with over 65 000 streams on digital platforms to date. • A 533% increase in positive brand sentiment. • An 800% increase in share of voice – from 4% to 36% (as measured against competitors: Zara, H&M, Woolworths and Mr Price). • earned media value of $3.8million. • Over 133million media impressions. • Over 5000 items from The Sho Madjozi Collection were sold during the campaign launch. • A PR value of $1million. The campaign helped an outdated fashion retailer reconnect with its diverse contemporary African audience to become a voice for self-expression.
不要告诉我该怎么做
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