20 December 2016
Two ads from Y&R SA’s 2016 reel were recently featured in the #AdoftheYear listing by columnist and CEO of Ornico, Oresti Patricios, as the author’s picks of the best local ad campaigns of the year.
Investec’s ‘Promaths’ featured at number four of this prestigious countdown, with Western Cape Government’s ‘The First Kiss’ campaign claiming top honours for 2016.
‘Promaths’ portrays the story of Sowetan-born Lindiwe Zondo, an alumna of Investec’s Promaths programme, who went on to achieve a perfect score on her matric certificate for Mathematics and Physical Science to eventually qualify as an engineer. The poignant and beautifully executed narrative follows a young Lindiwe through the use of a mathematic equation that pulls her struggles and ultimate triumph into perspective. Although her long commutes, late hours and problems with access to electricity result in ‘minuses’ and ‘divisions’, her ambition ultimately served as the most important factor in her eventual success.
‘The First Kiss’, a film graphically illustrating the ghastly consequences of not wearing your seat belt in the event of a collision, stimulated a lot of honest conversations about road safety messaging and led to a remarkable increase in seat belt compliance in the Western Cape region during the flighting period.
Commenting on the underlying common theme of the top 5 ads, Oresti said: “Every ad is about making life better. After a torrid 2016, these top five offer hope, are beautifully crafted, make a point and make a difference. Congratulations to the brands, agencies and service suppliers involved: your world-class work stands as a beacon to what local talent is capable of.”