FoxP2 continued on their winning streak after being awarded at the prestigious One Show ceremony last night in the Branded Content and PR categories.
The campaign that documented Ster-Kinekor giving a blind boy the gift of sight – and then asking South Africa what his first movie should be – was recognised at the Loeries with a Grand Prix in the Integrated category, as well as Gold in the Branded Content and PR categories. At the recent digital Bookmark Awards, the campaign was awarded a Gold in the Content Strategy and three Silvers in the Digital Campaign, Branded Content and PR categories. “It was wonderful to see Philani’s story resonate with so many South Africans who made suggestions for his first movie ever, and now it looks like the story is capturing imaginations beyond South Africa’s borders,” says FoxP2 Executive Creative Director and Founding Partner, Justin Gomes.
The One Show wins follow hot on the heels of the agency’s two D&AD Pencils, recently awarded in London for its MasterLock ‘Something to Hide’ radio campaign and the ‘Cape Animal Dentistry’ logo created by FoxP2 Design, the latest offering in the FoxP2 stable. The new venture is headed up by FoxP2 Founding Partner and Executive Creative Director, Andrew Whitehouse. “We were fortunate enough to win a Cannes Lion six months after opening our FoxP2 doors in 2005 and that set a benchmark for us very early on. We’ve tried to deliver a consistent world-class product ever since and my vision for FoxP2 Design is no different,” comments Whitehouse.
The “Open Eyes” campaign took two years to complete with the agency appreciating the importance of finding the right candidate to deliver the story in an emotionally resonant way. “We knew we had to find a director that could document the double cornea transplant from a technical point of view, but more importantly, a director that could capture the emotional impact of receiving the gift of sight and then link it to our brand narrative in a seamless way. “We found that director in Dave Meinert,” says Michael Lees-Rolfe, the Creative Director at FoxP2 responsible for coming up with the idea. “Dave and producer Darren Gordon of ‘They Productions’ went beyond the call of duty and their commitment shines through in the end product.”
The campaign proved remarkably successful for Ster-KInekor, as the story engaged South Africans from all walks of life with the public eventually choosing Avatar for Philani’s first movie ever. The story was picked up by local celebrities and mainstream media with “Open Eyes” featuring as headline news on the front page of The Star, as well as SABC TV News. The campaign ended up recording R14 million in earned media and an overall return on investment of 20:1. Gomes concludes, “As an agency, we’ve always believed in the power of ideas to build brands and this campaign shows when you partner with like-minded clients, you really have the ability to permeate popular culture.”
You can view the Ster-Kinekor “Open Eyes” case study here.