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10/04/06 / Ogilvy One - TouchPoints (Worldwide)

Conduit’s commercial for Castle Lager has been included in TouchPoints 2005, an annual of the best work produced by 110 Ogilvy One offices from around the globe.

SAB / Castle Lager : “Pay Your Respects”

Challenge : In South Africa, June 16th will always be remembered as the day the youths of Soweto took it upon themselves to change the course of their own lives, and their history. Their protest lead to one of the greatest stands in Apartheid history and they paid for that democracy with their lives. The greatest disservice that can be paid to them is not to acknowledge their contribution.

The Idea : On many occasions artists are seen on MTV pouring liquor onto the ground in rememberance of the dead. This is an African tradition – in rememberance of local ancestors, “umqombothi” is spilled on the ground before, “ukhamba” is passed around for others to drink. On June 16, the contribution to South Africa’s democracy and freedom made by those who marched that fateful day was celebrated through the screening of this commercial.

Results : Over 7 000 visitors to the website address listed in the commercial’s titles, in just 7 days.

View the spot here

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Office : Ogilvy Cape Town, South Africa
Director : Conduit
Film prod co : Conduit
Creative Director : Peter Badenhorst
Art Director : Vumile Mavumengwana
Copywriter : Sofiso Hlongwane
Client : SAB / Castle Lager
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