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We aim to challenge and reinvent; to find more effective ways of making our clients’ brands move their customers. And to do so in a manner that is differentiated for their brand while being relevant to their specific customer. We aim to Resist the Usual. This is not difference for difference sake; that way lies gimmickry and short-termism. This is difference and relevance, the cornerstone of successful brand building. We use the power of insights, ideas and impact to deliver work that’s impossible to ignore. This binds us. This fires us up. This is who we are.

“Ubuthakathi” – Y&R CT’s New Pedestrian Safety Film For WCG

7 December 2016

‘Ubuthakathi’ (meaning ‘sorcery’), tells the story of how a night out with a group of friends ends in shocking tragedy. The film is part of December’s #BoozeFreeRoads theme of the Safely Home Calendar, the province’s year-round road safety communication strategy. More than 600 pedestrians are killed on Western Cape roads every year, with most of these victims being under the influence of alcohol.

Y&R Cape Town’s Creative Director, Nkanyezi Masango commented: “Most people have seen ‘Don’t drink and drive’ ads but ‘Don’t drink and walk’ is a new message to put out there. Essentially it’s all about how alcohol affects you and how the booze itself is a form of ‘Ubuthakathi’. Once you are intoxicated you become a frightening version of yourself that can lead to devastating consequences.”

Remarking on the film, Graham Lang, Y&R SA’s CCO, had this to say: “This is another brave film from a client that is willing to push the boundaries for a very necessary reason. It has been a privilege to collaborate on a project that aims to break destructive behavior patterns in the hope that we can make our roads safer for all.”

The creative team from Y&R was Nkanyezi Masango, Gareth Cohen and Graham Lang. The film was directed by Keith Rose from Velocity Films and can be viewed at https://www.youtube.com/watch?v=BZ8Jqj5xq5U. It premiered on 1 December 2016 on SABC 1 and on eTV.