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FINDING
A WAY
AROUND
15 June 2024
FINDING
A WAY
AROUND
20 June 2024
OGILVY
OGILVY
OGILVY
A
D
V
E
R
T
I
S
I
N
G
J
O
U
R
N
E
Y
“EVERYBODY SHOULD HAVE ACCESS TO
EDUCATION, FOOD, ELECTRICITY AND CLEAN WATER.”
NELSON MANDELA 1994
55% LIVING BELOW
THE POVERTY LINE
46% OF OUR YOUTH
UNEMPLOYED
ELECTRICITY BLACK OUTS (LOADSHEDDING)
UP TO FOUR TIMES A DAY
SEVERE WATER
SHORTAGES
A COUNTRY DEEPLY EFFECTED
BY CORRUPTION
GOODFORBUSINESS
GOODFORTHEWORLDWELIVEIN
OGILVY
13
&
PASSION VISION
FINDING
A WAY
AROUND
15 June 2024
FINDING
A WAY
AROUND
20 June 2024
OGILVY
15
“NO“ IS A
POWERFUL
WORD
It has to be one of the shortest words in the dictionary.
Only one syllable, it rolls off the tongue so easily––more
easily for some than others––yet it carries such weight
whenever we hear it.
OGILVY
16
WE HEAR IT DAILY.
UP TO 400 TIMES
A DAY IF YOU ARE
A TODDLER OR A
PUPPY.
OGILVY
17
“ NOTHING GOOD
EVER COMES EASY “
OGILVY
18
THESE ARE TWO
PROJECTS WHERE
”NO” PLAYED AN
IMPORTANT ROLE
IN THE OUTCOME
OGILVY
19
”NO” IS A
POWERFUL WORD
Creative Restart 2024: Mike Martin - Finding a way around “no”
8 YEARS OF HURDLES
Creative Restart 2024: Mike Martin - Finding a way around “no”
Creative Restart 2024: Mike Martin - Finding a way around “no”
IT ALL STARTED WITH AN INTRINSIC BRIEF 3 YEARS AGO :
TO COMMUNICATE CASTLE LAGER’S
100% HOMEGROWN INGREDIENTS
Creative Restart 2024: Mike Martin - Finding a way around “no”
Creative Restart 2024: Mike Martin - Finding a way around “no”
Creative Restart 2024: Mike Martin - Finding a way around “no”
Creative Restart 2024: Mike Martin - Finding a way around “no”
Creative Restart 2024: Mike Martin - Finding a way around “no”
Creative Restart 2024: Mike Martin - Finding a way around “no”
Creative Restart 2024: Mike Martin - Finding a way around “no”
Creative Restart 2024: Mike Martin - Finding a way around “no”
Creative Restart 2024: Mike Martin - Finding a way around “no”
BUT WE KNEW IT HAD TO BE BREAD
HISTORICALLY BREAD IS AT THE CENTER
OF COMMUNITY LIVING
Creative Restart 2024: Mike Martin - Finding a way around “no”
Creative Restart 2024: Mike Martin - Finding a way around “no”
Creative Restart 2024: Mike Martin - Finding a way around “no”
Creative Restart 2024: Mike Martin - Finding a way around “no”
Creative Restart 2024: Mike Martin - Finding a way around “no”
Creative Restart 2024: Mike Martin - Finding a way around “no”
Creative Restart 2024: Mike Martin - Finding a way around “no”
WE REACHED OUT TO POTENTIAL PARTNERS AROUND SOUTH AFRICA
Creative Restart 2024: Mike Martin - Finding a way around “no”
Creative Restart 2024: Mike Martin - Finding a way around “no”
Creative Restart 2024: Mike Martin - Finding a way around “no”
Creative Restart 2024: Mike Martin - Finding a way around “no”
Creative Restart 2024: Mike Martin - Finding a way around “no”
Creative Restart 2024: Mike Martin - Finding a way around “no”
Creative Restart 2024: Mike Martin - Finding a way around “no”
Creative Restart 2024: Mike Martin - Finding a way around “no”
Creative Restart 2024: Mike Martin - Finding a way around “no”
Creative Restart 2024: Mike Martin - Finding a way around “no”
Creative Restart 2024: Mike Martin - Finding a way around “no”
Creative Restart 2024: Mike Martin - Finding a way around “no”
Creative Restart 2024: Mike Martin - Finding a way around “no”
Creative Restart 2024: Mike Martin - Finding a way around “no”
SOCIETALIMPACT
BRANDIMPACT ENVIRONMENTALIMPACT
+6.4%SALES
21.3%AFFINITY
+200000TONNES
WASTEMATERIALUSED
+1MILLIONPEOPLE
TOBEFED
Creative Restart 2024: Mike Martin - Finding a way around “no”
Creative Restart 2024: Mike Martin - Finding a way around “no”
WHITELABELTHEFLOURRECIPE
FOROTHERBRANDSINABINBEVANDCOMPETITION
Creative Restart 2024: Mike Martin - Finding a way around “no”
Creative Restart 2024: Mike Martin - Finding a way around “no”
Creative Restart 2024: Mike Martin - Finding a way around “no”
Creative Restart 2024: Mike Martin - Finding a way around “no”
Creative Restart 2024: Mike Martin - Finding a way around “no”
Creative Restart 2024: Mike Martin - Finding a way around “no”
5 YEARS OF HURDLES
OGILVY
68
DO YOU KNOW WHAT
THE HAIRCUT MEANS?
THE NELSON MANDELA FOUNDATION
DOES NOT ALIGN ITSELF WITH BRANDS.
A SERIES OF NO’S
OGILVY
69
18 MONTHS OF NO
CANNOT MAKE PROFIT FROM THE CAMPAIGN.
ALL DONATIONS NEED TO GO TO THE NELSON
MANDELA FOUNDATION.
A SERIES OF NO’S
OGILVY
70
SIGN OFF FROM ALL
THE FAMILY MEMBERS
ANOTHER 6 MONTHS
A SERIES OF NO’S
OGILVY
71
THE PRODUCT
THE PROJECT NEEDED THE BRANDED CLIPPERS FOR THE
DONATIONS ASPECT AND WE HAD TO CONVINCE MANY
STAKEHOLDERS AT PHILPS GLOBAL.
A SERIES OF NO’S
Creative Restart 2024: Mike Martin - Finding a way around “no”
OGILVY
73
YOU CAN’T PAY THE
PEOPLE IN THE CAMPAIGN
THEY NEEDED TO DONATE THEIR USEAGE
RIGHTS OF THEIR IMAGES TO THE CAMPAIGN
A SERIES OF NO’S
Creative Restart 2024: Mike Martin - Finding a way around “no”
WE
CAN’T
A SERIES OF NO’S
PAY INFLUENCERS
OGILVY
76
CAN’T AFFORD THE
MANDELA FAMILY VOICE
OVER FEES
A SERIES OF NO’S
Creative Restart 2024: Mike Martin - Finding a way around “no”
Creative Restart 2024: Mike Martin - Finding a way around “no”
OGILVY
79
KEEP PUSHING PAST
YOUR NEXT “NO“.
OGILVY
80
ANO. DIKY.

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