At a time when our country is on the verge of a new dawn, it’s inspiring to see brands celebrating the people who do more than talk about change, who selflessly contribute to it through dedicated hard work and a vision to see to the safety, education, success and health of others. Assupol’s new campaign allows us to pay homage to the people who form the bedrock of our society, from nurses and policemen to firefighters and teachers.
Like the everyday South African who is dedicated to serving with all they can and all that they are, Assupol offers more than just funeral and life insurance, they are a brand that is there to serve at a time when you need them most. The film, created in partnership with brand and communications agency Joe Public United, shares an emotive narrative reminding viewers that it’s often those who really serve our country that are most underappreciated.
The film’s execution invites a sensory journey showcasing some of our country’s landscapes, classrooms, nursing homes and burning buildings ending with the erection of a monument in honour of those dedicated to serving – Assupol immortalises and celebrates the unsung heroes, men and women who serve every single day.
“The film aims to elevate how South Africans are viewed by recognising what they do as an act of service to our country every day. Our previous work with Assupol and Bra Hugh Masekela brings this positive message to light and we wanted to take this campaign to a new level of creativity. It was decided that the metaphor of a monument would be recognised as a symbol that acted as the perfect vehicle to carry the important message and create the desired impact for the brand,” said Xolisa Dyeshana, Chief Creative Officer, Joe Public.
“Over the last few years, our partnership with Joe Public has always been about redefining the South African perspective of the people who affect the well-being and livelihood of others. We want the hard-working men and women of South Africa to know that we see them as ordinary people who do extraordinary things and as Assupol, we champion them,” added Velmah Nzembela, Assupol Head of Brand and Communications.