ABOUT

Concept: Every July, National Savings Month gets South Africans talking about saving. In 2017 Sanlam wanted to stop talking and give people an actual tool to save with. People don't save because the future isn't something we instinctively think about. Saving isn't part of our culture. Fashion is. So we flipped it.

Execution: Mna Nam, a fashion bracelet designed by Laduma Ngxokolo of MaXhosa, with a code that links to a savings wallet on WeChat. Mobile is the technology of Africa, so the tool lives on a phone people already carry. Every time you wear it, you're reminded to save.

Result: It launched on 1 July 2017 and got the press and social media talking. It was distributed through Destiny magazine, which saw an 18% jump in sales the week after.

Three facts:
1. It launched at the Durban July, where nobody goes to talk about saving.
2. Laduma Ngxokolo is one of Africa's most famous designers, worn by Beyoncé among others.
3. "Fashion meets function." Jeannie D.

Copywriter: Kenneth van Reenen. Art Director: Cameron Watson. Executive Creative Director: Devin Kennedy. Designer: Laduma Ngxokolo.