IMPORTANT NOTICE: For up to date information about the COVID-19 pandemic visit

Africa is Absolut campaign wins Silver APEX


Native VML’s Africa Is Absolut campaign won Silver in the Change category at last week’s APEX Awards, which celebrates campaigns that deliver tangible returns.

Arcade Content produced both the campaign’s film pieces, directed by Kyle Lewis and Lebogang Rasethaba respectively. The campaign helped Absolut achieve an increase of 89% in sales volume and 6% in market share over the campaign period. Kyle and Lebo’s brand films generated almost 300 000 views on YouTube alone.

Charl Bassil, marketing director at Pernod Ricard South Africa, praised Africa Is Absolut as “the most successful campaign for Absolut in South Africa to date.”

“Congratulations to Native VML for this well-deserved award,” says Arcade producer William Nicholson. “They approached Kyle and Lebo because of their ability to deliver a brand message without it feeling like advertising – and the results speaks for themselves.”

Khuli Chana Is Absolut, directed by Lebogang Rasethaba

About Arcade Content

Arcade is a division of Egg Films that produces content that falls outside the realm of traditional TV commercials. This includes brand films, web series, music videos, documentaries and more. For more information, visit

SA Creatives

Don't forget to click on the Find-a-Creative tab and advertise your creative services for FREE. If you'd like to showcase your work or would like to write an article please email info[at] @thesacreatives