Highlighting Ogilvy's yellow D&AD pencil

Among SA’s clutch of 2016 D&AD pencils was a bright, shiny yellow one for Ogilvy’s work on KFC, as well as a handful of wooden ones for client Lucozade.

Mariana O'Kelly

In a quick summary of that winning work, Mariana O’Kelly, executive creative director of O&M Johannesburg, says: “We created a radio campaign around the sad fact that guys who like cocktails are afraid to admit it, because they are branded unmanly.” KFC is then the great equalizer, as everyone from every walk of life can be found in a KFC store, so the KFC Man Meals wanted to challenge norms and conventions of what it means to be a man, as well as show you that every man can enjoy the taste of KFC Man Meals.

“You can like Barbra Streisand and still be a man. You can drink cocktails and still be a man. KFC Man Meals are not just for burly hammer wielding jocks, it’s for every man,” she says.

Lucozade then was an extension of a campaign they started in 2015 that told stories about situations where one might need a good dose of energy to get through those everyday moments. These range from finishing off your child’s science project to surviving a corporate teambuilding weekend with an overzealous boss and the arduous task of lacing up your high tops and keeping the laces at an equal length.

It’s that humour and relatable insight into everyday life that saw these campaigns scoring well across the D&AD board. O’Kelly says the agency is grateful and feeling very blessed for the wins. She talks us through surviving the suspenseful waiting period between finding out they were finalists and the eventual announcement, as well as how the latest batch of SA advertising differs from current global trends in creativity…

1. What are your thoughts on the ‘pencil colour reveal’ type ceremony like D&AD?

O’Kelly: One either loves suspense or not. Waiting to know if you’ve won a graphite or yellow feels like being written into a dark niche Cinema Nouveau plot! You don’t know if you should stop watching and turn to the Disney Channel or turn the volume up and order more popcorn. Bloody nerve-racking, I tell you.

2. What makes the D&AD Awards stand out from other global creativity awards?

O’Kelly: D&AD is all about the craft. I was lucky enough to be part of the jury this year, and was inspired by the level of expertise in the room. The panels include a large amount of industry specialists, not just agency specialists. I guess it removes the politics from the room and everyone can focus on the work rather than the points awarded.

3. International award season is in full swing, with One Show and D&AD behind us and Cannes Lions just around the corner – how does a good showing overseas affect local ranking?

O’Kelly: Judging is a tiring and long process, especially because one has to be super awake to not miss a potential new winner. The more exposure a judge has to a piece of work prior to judging, the easier it is to judge, as you’ve had time to digest and think about it. The PR that comes from winning globally gives a piece more exposure, which is a massive added advantage.

4. True. Then there’s the fact SA didn’t crack the highest accolades of black pencils. Briefly explain the current global trends in creativity and how the latest batch of SA advertising differs from that – the good and the bad.

O’Kelly: Black pencils are not necessarily work that’s on trend. It’s not even about setting a trend, but rather work that is timeless. It’s reserved for ideas and executions that will retain their Black pencil status even in years to come as the work has fundamentally changed something in the world. No gimmicks. We can do that in South Africa. We have all the talent and opportunities to make a real difference and address problems that will have lasting solutions, way beyond awards and current trends.

Wise words to motivate the industry as a whole! For more on Ogilvy’s yellow D&AD pencil win for client KFC click through to their press office, and here for a reminder of the 2016 D&AD results.