Pete Case Chief Creative Officer

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South Africa’s already horrifying abuse rates spike after football games, and the number 1 excuse is alcohol. As SA’s biggest beer brand, Carling Black Label targeted the biggest soccer event of the year and leveraged our sponsorship of the country’s two largest football teams to share a message that couldn’t go unheard – armed with only a song. We had a choir of mothers and daughters enter the field just before kick-off and hijack SA’s national football anthem. Half way through, they changed the lyrics to highlight the issue of women abuse.
Gender-based violence is currently a hot topic in the media and has been a growing social issue in South Africa. Despite constitutional protections, gender-based violence remains persistent and widespread in South Africa. The song we used (and then changed) is the most popular football song in South Africa. It’s essentially the national soccer anthem and is sung at every soccer game before kick-off, and then throughout the game. The song was originally a struggle song, which was reappropriated by this football nation to support and encourage their sporting heroes. Even those who don’t understand the Zulu words sing along. At least until we changed the lyrics to speak to the issue of gender based violence.

Date created: June 2018 2018-06-01T00:00:00+0100
Date published: 3 September 2018 2018-09-03T15:12:09+0100

MADEIT CREDITS

  • AB InBevClient
  • Alexis LeihAccount Management
  • Cathy DayProducer
  • Claudia HallProducer
  • Grant PereiraBrand Representative
  • Jean-Pierre De VilliersArt Direction
  • Jenna SmithWriter
  • Justin EndersteinArt Direction
  • Katie JamesAccount Management
  • Left PostPost Production
  • Lubabalo NgonzoAccount Management
  • Marc AlgrantiMusic and Sound Composer
  • Ndu DonsaStrategist
  • Nicholas DuminyBrand Representative
  • Nicholas WittenbergCreative Direction
  • Tseliso RangakaCreative Direction
  • * Ogilvy Cape TownAdvertising Agency
  • * Pete CaseCreative Direction
  • * Cannes Lions Winners 2018
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Pete Case was recognised as an Industry Influencer on 15th January 2018

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Soccer Song for Change

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