“It’s a movement that was initiated and funded by a number of companies who have come together around the objective of lifting our collective moral and inspire a feeling of hope,” explains Bridgeford. As the campaign wasn’t commissioned by a client, they’ve had a very limited budget to work off, so they hope more sponsors will come on board so that they can keep the campaign alive and funded for the rest of the year.
The campaign is really a social movement, drawing on Eddy Grant’s Hope Jo’anna adapted using Zolani Mahola's (from Freshlyground) vocals in an electro-house style.
Here, Bridgeford tells us more about it, what they mean by the pay-off line: “When We Have Hope, We Have Everything” and why this is “a case of fiction and life blurring in dramatic fashion”…
We believe that part of what makes it special is the intention to inspire as opposed to selling something. It’s not every day (in advertising) you get to help lift the collective conscience and mood of your country.
We South Africans have always found a way to overcome insurmountable challenges; we have the will and ability to overcome the recent social and political challenges. All we need is to believe in one another; we need to give each other hope.
Something that really struck us was just how poignant the lyrics of Eddy Grants Hope Jo’anna are today. In many ways, they are more appropriate in 2018 than they were in 1988. We believe that the song carries a lot of residual memory of the time in which it was created and reminds SA just how far we have come, which mirrored the visual treatment of the TV spot. It was felt, though, that the song needed to be reproduced to be more in line with current South African musical tastes. Freshlyground, DJ Zion and Rob Roy also helped add their own layers of support and gravitas to the message.
We started the campaign at the height of the state capture reports and groundswell movements by all South Africans to bring it to an end. It was also a time where the leadership of the country was in question and in flux.
We are using all traditional media, social media and digital platforms, but the TV spot always has a unique ability to convey a message in a very emotive and engaging manner.
Its message, intention and honest reflection of our recent past.
We are hoping to spark debate and encourage South Africans to share their stories and messages of hope.
The new song Hope Jo’anna will be released commercially in the next two weeks, followed by an integrated print and tactical campaign.
