Our sister agency up north, Ogilvy Johannesburg, this month celebrates M-Net’s 25th Birthday with a campaign that salutes the stars that have helped the brand become synonymous with ‘magic’. Click on the image above to zoom in.
The campaign, ‘Forever Magic’, rolls out in print and outdoor media and on the M-Net Facebook page during the month of October, and features the likes of Derek Watts, Ashley Hayden, Shaleen Surtie-Richards and Proverb in glamorous poses – Vanity Fair style.
The shoot took place in Johannesburg’s classic Old Park Station – the perfect stark backdrop to the beautiful designs that the celebs wore courtesy of some of South Africa’s top designer.
"Gathering all this talent together was quite a challenge," explains Robyn Bergman, Creative Director at Ogilvy Johannesburg. "We had people flying in from all over the world, and the clothes delivered straight from the Cape Town Fashion Week runway…I imagine that this is probably as glamorous as some of our male stars have ever been seen! It was difficult to co-ordinate everyone’s diaries and to choreograph the whole ensemble of stars and outfits, but everyone was so professional and looked so gorgeous that it made our job easy."
Ogilvy Johannesburg has been working with M-Net and its holding company DStv for over 17 years now, and has worked on iconic campaigns that include Loerie 2011 winners Firefly, Ladybug and Cat.
"The 25th Birthday celebration campaign is definitely a highlight," enthused Bergman. "We look forward to the public’s response to seeing South Africa’s brightest star looking especially sparkly."
The celebrities were dressed by the following South African designers:
Ashley Hayden – Marianne Fassler; Bongani Bingwa – Carducci cz; Brumilda Van Rensburg – Lunar; Coenie de Villiers – Blue Collar White Collar; Collin Moss – Naked Ape; Connie Ferguson – BIJI; Derek Watts – Own Suite; Dineo Moeketsi – Jagadi; Doreen Morris – Lunar; Eku Edewor – Tiaan Nagel; Elana Afrika – lunar; Hykie Berg – Fabiani; Ik Osakioduwa – Jagadi; Lungile Radu – Aphymol; Michelle Pienaar – Spiero Villioti; Nico Pannagi – Craig Port; Pro Verb – Fabiani; Rolanda Marais – Leigh Shubert; Shaleen Surtie Richard – Gideo; Shona Ferguson – Fabiani; Sibahle Mtongana – Marianne Fassler; Siyabonga Ngwekazi – Ephymol; Tammy-Anne Fortuin – Rosenworths.
SAB Ogilvy 50 Year Tribute Commercial from Ogilvy South Africa on Vimeo.
South African Breweries (SAB) and Ogilvy are this week celebrating half-a-century of an ‘unbreakable’ friendship which kicked off in 1961, with our Johannesburg- and Cape-Town-agencies having done a titanic job of catapulting over 30 brands of beer to the summit of glory and fame in South Africa and Africa."One benefit feature of this relationship is that we never take things for granted, but we challenge each other in a forthright and candid way, which I believe helped to keep it strong and healthy, and drive it to greater heights," SAB chairman and MD Norman Adami told journalists last night, Tuesday, 21 September 2011, at the SAB company headquarters in Sandton, Johannesburg.
SAB brands that we have worked on since 1961 include Castle Lager (Ogilvy Johannesburg and Ogilvy Cape Town), Carling Black Label (Cape Town), Lion Lager(Johannesburg), Peroni Nastro Azzurro (Johannesburg), Castle Lite (Johannesburg and Cape Town), Caste Milk Stout (Johannesburg), Hansa Pilsener (Johannesburg and Cape Town), Amstel (Johannesburg), and Redds (Cape Town and Johannesburg).
SAB marketing director Ian Penhale said that there was always a risk that these brands could cross each other’s territories, but Ogilvy’s role, was to ensure that this did not happen.
"Of course it is challenging,". However, he said if a company is crystal clear about what it stands for and where its brands are going, and does not sway away from that, brands will not encroach each other’s territories.
SAB first began working in 1961 with VZ, Ogilvy’s ancestor. In 1984 VZ merged with Rightford Searle-Tripp and Makin, which later went on to become Ogilvy South Africa.
Milestone of SA advertising
Commenting on what independent analyst Andy Rice described as a milestone of advertising in SA, a visibly excited Nunu Ntshingila, Ogilvy SA CEO, said the good part of this love story is that Ogilvy continues to refresh people to ensure that the relationship never stalls but keeps going and going.
"If there was an Olympic category for long-term business relationships, the 50-year engagement between SAB and Ogilvy would always be in medal contention," Ntshingila, joked.
To commemorate the event, Ogilvy presented its celebrated friend with a gift in the form of an advertisement that looks back over the companies’ shared history, celebrating some of the work they have created together. The tribute ad began airing on TV last night, and will continue to be screened on a selection of DStv channels in the days to come.
"This is a friendship based on chemistry and shared values, and a celebration of this type of relationship cannot be underestimated," Penhale said emotionally.
Stood the test of time
As night fell over Sandton and the evening spring breeze teased the number 65 Park Lane premises, the first batch of guests began to arrive at the fiesta – a celebratory testimony of an almost unbreakable union of shared wealth, success, values and ideas that have stood the test of time.
For more info follow @Ogilvy_Joburg, @OgilvyCT and hashtag#SABOgilvy50 on Twitter.
Wonderful work from our sister agency at Ogilvy Johannesburg for Greenpeace. White is the new green. Simply painting your roof white reflects the sun’s rays, which helps cool down the environment. in the fight against global warming, one degree cooler in our cities equates to three degrees cooler at the poles. Which means a better chance of survival for Arctic animals, whose home is melting at a rapid rate.
Executive Creative Director: Fran Luckin
Creative Director: Mike Martin
Art Director: Marianne van Onselen
Copywriter: Stephanie van Niekerk
Retoucher: Paul Vermeulen
Photographer: Mike Lewis