– June 2013
Y&R South Africa is one of only two South African advertising agencies to be awarded Cannes Lions awards at the Monday, 17 June award ceremony focusing on Creative Effectiveness, Promo and Activation, PR and Direct Lions Awards and the Cannes Chimera Winners. Y&R’s Hope Soap campaign in partnership with Safety Lab and Blikkiesdorp 4 Hope, was awarded the only two Silver Lions for South Africa.
The campaign won not only for the Best Use of Guerilla Marketing in a Promotional Campaign, but also in the Public Health & Safety, Public Awareness Messages-category.
Hope Soap was born out of a need to help combat the hygiene crisis in Blikkiesdorp in the Western Cape. Graham Lang, Chief Creative Officer of Y&R SA describes, “We designed a see-through bar of soap with a small toy inside to encourage kids in disadvantaged areas to wash their hands more frequently.”
Lang added, “It’s great to see South African work feature at Cannes and it just goes to show that South Africans can find a solution to any problem.”