‘From the Lion’s mouth’ with Mo, Dave, Tammy

Molefi Thulo, David Krueger and Tammy Ratter (Mo, Dave and Tammy) are the kick ass creative team behind Ogilvy’s Grand Prix winning radio campaign for KFC. The ‘Sad Man Meal’ campaign – for the KFC Double Down burger – also raked in Gold and Bronze Lions at the 2017 Cannes Lions Festival of Creativity. We wanted to take a behind the scenes look at what it takes to become a winning creative team, so we sat down with this powerhouse trio to find out what makes them tick.

Q: How does it feel to win one of the most coveted accolades in advertising?

To win a Cannes Grand Prix the first time is amazing, but to win it for the third time is absolutely astounding. We feel grateful, “#blessed” and encouraged to keep working our butts off.

Q: What do you think made the campaign stand out?

The campaign drew inspiration from real life and human insight. We think that a lot of people can resonate with what the guys are saying in these commercials and if none of these scenarios have happened to you, you surely know someone that this has happened to. We deliberately used non professional voiceover artists to give that genuine feel.

Q: How do you guys work as a team?

Three individuals from different backgrounds coming together to have fun while producing work. We actually believe that our strength as a team lies in our diversity and our enthusiasm for humour – we love clowning around.

Q: When do you know you’ve come up with a winning campaign?

One never does know. You just have a feeling, but even then awards are a lottery. You just have to get your idea to the best possible standard and after that it’s in the judges’ hands.

The best work, in our opinion, should elicit a genuine gut reaction. It’s work you never tire of seeing or hearing again and again.

Q: Do you think there’s a formula for producing award-winning creative work?

We could tell you that it’s 90% perspiration, but we don’t want anyone grossing their colleagues at the office (lol). The goal should be to make people feel something when they interact with your work.

Let’s remember judges are human beings, they want to see fresh ideas that “jump” from the page or screen and affect them personally.

Q: What does a day in the life of [Mo/Dave/Tammy] look like?

Tammy: Our day usually starts with a list of what we’re supposed to do. Then we talk about what we’re supposed to do. Then we watch funny videos. Talk more about what we need to do. Then Dave and I take turns panicking, and we finally start working. Mo joins us when we talk crap for a bit and laugh. Then carry on working.

David: Wake up at before traffic o’clock to get to work because I live in Pretoria. Do some embarrassing exercises because I had a back op and now I have a weak spine. Yes. Then eat breakfast and start working. When people start arriving at work I distract as many of them as I can from doing their work. I mostly do that by scheduling meetings to talk about things that concern me. Like the fact that there are no dustbins in any of the meeting rooms.

Mo: I wake up in the morning and do a bit of meditation. Ok I don’t, would like to. I usually sit in front of the tv with my cereal bowl and switch between BBC and CNN. Then I’ll blast hip hop all the way to the office where I’ll join Dave and Tam and we’ll talk nonsense till a great idea emerges.

Q: Do you have any hidden talents? What are they?

Mo: I can impersonate people. Give me anyone at the office and I’ll impersonate them. I find humans interesting. No one is safe around me.

David: Talent is a stretch. I’m taking piano lessons and recently finished my grade three exams with a whole bunch of 8 year olds. They can be quite mean sometimes.

Tammy: Probably not really a talent, but I have under active tear ducts so tears never stream down my face when I cry. That’s actually quite sad.

 Q: How often do you people watch (if at all)? Do you consider it creepy?

Tammy: All.The.Time.

Mo: A lot. People are awesome to watch. I plan on writing a book one day, observing people gives me material.

David: I watch and then make up a story about them and why they’re here and then try to work out if they’re secretly stalking that other person who is actually hiding their true love for the fruit and veg guy over there? Yip. I love people watching. And then story making for the people I’m watching.

Q: Are there any pop culture trends that you don’t get the point of?

Tammy: Nervous to say anything in case it’s not a trend.

David: Ja, the one were the guy says to his friend, “I see you’re not wearing a helmet?” and the friend is like, “wha…” and then the first guy slaps him on the forehead. That’s a weird one. I like it but it’s weird.

Mo: Planking. Don’t get it. But guess it has to be good for strengthening your core muscles.

Q: What are some things you’ve had to unlearn?

David: I think in the beginning I made things very complicated. I thought that the more complicated it was, the more clever it was. So now I’m a lot more simple. In every sense.

Tammy: I’ve always struggled with detail. It’s been and still is a journey.

Mo: I can be a control freak at times. So I’ve had to learn to take it easy and trust in others and the process. Not that I didn’t trust others… you know what I mean.

Loeries 2017 | Saturday Night

It was an electric evening at the 2017 Durban Loeries last night, with the Ogilvy group walking away with a total 14 awards.

The evening started with the funny Donovan Goliath as master of ceremonies, with DJ Ready-D spinning some fresh tunes that helped soften the gradual decline of our sobriety.

Know that each award is as valuable to us as the next, but the amount of pride we felt watching our teams win two Gold Loeries for KFC Soundbite & MTV #FCKHIV, can only be compared to the maternal pride that Daenerys Targaryen felt when she had given birth to her dragons.

Once the ceremony had ended, we had just a few moments to fit in a selfie or two:

Double the trouble in the house 🙌 #ogilvyloeries2017 #ogilvygang

A post shared by Ogilvy & Mather South Africa (@ogilvysa) on

 

Our beauties rocking the red carpet. #aboutlastnight #ogilvyloeries2017

A post shared by Ogilvy & Mather Johannesburg (@ogilvyjoburg) on

 

Soon after, it was time to head to the Ogilvy Party to cause some trouble.

About that Ogilvy party 🤘#loeries2017

A post shared by Ogilvy & Mather Cape Town (@ogilvyct) on

 

Game on 💪 #ogilvyloeriesparty

A post shared by Ogilvy & Mather Johannesburg (@ogilvyjoburg) on

@thelazarusman on the decks 🙌 #ogilvyloeriesparty

A post shared by Ogilvy & Mather Johannesburg (@ogilvyjoburg) on

 

You can check out our full list of wins from last night below: 

Award Client Work Category OCT/OJ/OSA
BRONZE AUDI HEAD LIGHT INDOOR POSTERS OCT
BRONZE HANDWASHING DIRTY HANDS NEWSPAPER ADVERTISING OJ
SILVER KFC SUPPERTIME STORIES BRAND IDENTITY & GEN. COLLATERAL CAMPAIGN OJ
SILVER KFC SUPPERTIME STORIES CREATIVE USE OF PAPER OJ
SILVER VW O11 BEATS DATA DRIVEN CAMPAIGN OCT
BRONZE KFC SOUNDBITE DISPLAY ADVERTISING CAMPAIGN OJ
BRONZE KFC KFC BURRITO DIGITAL AND INTERACTIVE -SOCIAL MEDIA OJ
SILVER VW O11 BEATS DIGITAL AND INTERACTIVE -SOCIAL MEDIA OCT
BRONZE KFC SUPPERTIMES STORIES MOBILE MEDIA OJ
GOLD VIACOM – MTV FCKHIV DIGITAL AND INTERACTIVE -SOCIAL MEDIA OJ
BRONZE VW O11 BEATS DIGITAL INTEGRATED CAMPAIGN OCT
CRAFT VW O11 BEATS DIGITAL CRAFTS – USE OF TECHNOLOGY OCT
GOLD KFC SOUNDBITE DIGITAL INTEGRATED CAMPAIGN OJ

KEEPING UP WITH THE GRADS

GABISILE MABASO

Meet Gabisile, she’s a 23-year-old graduate from the University of Johannesburg with a degree in Strategic Communications: Corporate Communications. She’s an honest, fun-loving and witty Grad from Soweto, who easily adapts to any environment.

Q: What’s a common misconception people have about you?

A: That I am mean and a bit sassy.

Q: What’s the one thing most people don’t know about you?

A: I’m very shy and suffer from anxiety; so much so I bite my own skin sometimes. *Facepalm*

Q: Why did you choose advertising?

A: With my maths and physics skills, I couldn’t be a doctor; so I thought, why not choose something I would actually enjoy. I’ve always been fascinated by the world of advertising.

Q: Why did you apply for this grad program instead of any other?

A: What would be better than starting your career at South Africa’s number one agency?  It’s also great that Ogilvy works together with brands that I consider myself an advocate for. For example: DStv, KFC and my favourite, FNB.

Girl sitting on steps
Gabisile Mabaso

Q: Go back to your first week at Ogilvy, how did you feel?

A: Let’s just say, if I could bite any deeper into my skin, then you would see my teeth from under my lip line.

Q: What has been the biggest surprise about working at Ogilvy

A: I didn’t know I could down so many tequila shots in one go.  Also, Ogilvy is such a free environment, where one can fully express themselves without fear.

Q: What is the best and worst thing about agency life?

The Worst:

The work load and working hours can be quite taxing.

The Best:

As an O25 graduate, the best part is the immersion into the different departments and seeing what goes on in them.

Q: What have you been up to in Digital Strategy?

A: I was initially placed in Digital Strategy, which went well, but then I was introduced to Data Analytics – which I love. I’m hoping to stay there when everyone else rotates to other departments.

Q: What has been your biggest accomplishment at Ogilvy so far?

A: Firstly, being given my own reports to see through for FNB on a daily, weekly, and monthly basis on the Data Analytics side. I thought I would only be contacting and talking to clients directly when I had finished the Grad program.

Q: What are you hoping to achieve at Ogilvy?

A: For now, just getting my name out there, so I can come back next year as a permanent employee, and have more Job Numbers to work with.

Q: What is the most embarrassing that has happened to you?

A: I fell quite badly at bar night trying to run after some guy who wanted to throw my bunny ears on the roof. He won.

Q: Who is the most interesting person you’ve met?

A: Her Name is Naledi. She works for DStv on the Client Service side. There’s never a dull moment with her.

Q: If you could be anyone at Ogilvy for a day, who would you be?

A: Abey, on his most chilled day. I just wanna sit in his chair without the drama.

Q: Do you have an office crush?

A: I do, his name is Anything Expensive, as in “nice shirt, is it made of boyfriend material?” You get it, right?

Q: How has Ogilvy affected your relationship with caffeine?

A: It made it stronger, we’re practically inseparable.

 

 

One Show and D&AD Winning Work

1. KFC

Shakin Shakin

The Everyman Meal – Coloured Weights

The Everyman Meal – Claw Thing

The Everyman Meal – Cherry Lip Balm

2. Vodacom
You Should Have Called

 3. Mondelez

Cadbury Pre Joy

4. Volkswagen

Technically 

Amarok Test Drives For Good

5.  South African Breweries (SAB)

The SAB Spike Detector Coaster

6. Iziko Museums of South Africa

The Slave Calendar

7. Anglo American

Makarapa

2017 IAB Bookmarks – Best Digital Agency

On Thursday night, the 2017 IAB Bookmarks Awards Show was held in Jozi, and excitement was so pulpable that you could almost lick some off of Tseliso Rangaka’s head.

We are proud to say that we were recognised as Best Digital Agency of the year, and one of our major long-standing clients, KFC, was named Brand of the Year. In total, the agency network won 25, including two golds, at the 9th edition of the country’s premier digital marketing event.

WhatsApp Image 2017-03-16 at 10.22.50 PM

Here are some of our top awarded entries:

  1. KFC – Shakin Shakin Meal
    • GOLD: Mobile Campaign
    • SILVER: Craft – Online Video Production

  1. KFC – Fill Up Meals
    • GOLD: Microsites

  1. Volkswagen – 011 Beats
    • SILVER: Integrated Multi-platform Campaign
    • SILVER: Innovative use of Media

  1. Volkswagen – Technically Eligible Bachelor (Genuine Parts)
  •  SILVER: Innovative use of Media

  1. Castrol – Race to the Fastest Place on Earth
    • SILVER: Games

After a well-derserved victory, the team decided to celebrate the only way they knew how:

WhatsApp Image 2017-03-16 at 6.57.53 PM

WhatsApp Image 2017-03-17 at 9.53.53 AM And now they’re all paying the price:
WhatsApp Image 2017-03-17 at 10.18.18 AM

Now it’s back to work sluggers, back to the grind, eye on the prize, and time to set our sights on the next prize!

To see the full list of Ogilvy winners, click here: LINK

For more of our creative work, see: Cape Town | Joburg | Durban

#MannesInCannes: half-time catch up

I come up for air/ the jury is pissed/ there’s a favourite

We’re nearly halfway through this year’s Cannes Lions festival and it’s time to come up for air. A lot has happened since the last time, most of which I have sworn to never, ever talk about.

What I can tell you though is that the city and weather are trying to outdo each other in the fairness stakes and it’s beautiful to watch. I kind of expected this, having been here once before. What’s quite a surprise has been the sheer number of Stan Smith’s, spectacles and beards the festival has managed to attract this year. Close to fifteen thousand people sporting one or other combination of the three. So far very few have been able to look back at a packed Palais des Festivals auditorium and raise a lion above their heads.

The various jury panels are mostly to blame for this. You see, while the rest of us soak up equal measures of inspiration and Rose wine, they are working really hard in sterile looking rooms and sometimes have to debate ideas until the wee hours. That makes them pretty pissed off most of the time. So nothing but the very, very best according to these guys makes it past the shortlist stage.

To make matters worse, every jury and presiding chairman set the tone for their category and decides beforehand what type of work they will be looking to award. Being “tough on charity this year” for the Direct panel. Or “awarding work that really engages consumers over work that only breaks the Internet” for the PR jury really influenced their votes in these categories. Which I imagine sucks for some but is part of the high stakes game.

Looking at the pattern of work that has been awarded so far, I would say simplicity of idea plus immaculate execution is the active ingredient this year. Craft really does get rewarded here, more so than at any other award shows. Some of the Print and Publishing work looks like it has been worked on for months and months.

I really like the Getty Images and Forbes work, very simple, well executed.

Getty
Getty Images – Dalai
Changing poverty
Forbes – Poverty

South Africa dominated the Radio category yet again and storytelling was the real winner. It was great to see Ogilvy Johannesburg haul them in one after the other. A Cannes Grand Prix is quite something up close. Even little children where crying in its direction when we had it next to our dinner table afterwards.

[KFC Every Man Meals – Coloured Weights]

A favourite with everyone has been Swedish Tourist Association’s “The Swedish Number” which has been attracting a lot of awards including the Grand Prix for Direct.

I quite enjoyed the funny cleverness in Heineken New Zealand’s “Brewtroleum”.

Panasonic’s “Life is Electric” work also caught my eye.

Finally Microsoft’s “Survival Billboard” made me feel good to see an actual billboard win in the outdoor category for a change.

That’s all I have time for now. As we go into the last lap of this highly charged, fiercely competitive marathon, I wish everyone still in their lane the best of luck.

Volkswagen hits the road

Ogilvy Cape Town, together with longstanding client Volkswagen SA, has created a commercial that tells a truly South African story in an authentic way.

The five day long shoot captures the story of two unconnected families continuously crossing paths in their road trip from Johannesburg to Buffelsbaai, and finding their mutual connection along the way.

The commercial went live today. Check it out here: