BBDO Cape Town scooped an impressive haul at the African Cristal Awards that took place in Marrakech this past weekend. The agency was awarded the coveted Grand Cristal, which is best of show in Promo & Direct, for the launch of Dunkin’ Donuts as well as 3 Cristal awards (Gold) and 3 Sapphire awards (Silver) for the Dunkin’ Donuts campaign and a provocative press freedom campaign for media house, Times Media. BBDO Cape Town managing director Adrian Varkel says that being recognised at the African Cristals with a Grand Prix win is testament to the agency’s goal of innovative, integrated and relevant African work.
“When it came to Dunkin’ Donuts, we knew it would be tough to launch an American brand in a saturated and proudly South African market,” says BBDO Cape Town ECD Alexis Beckett. “This challenge sparked the idea of giving the brand to the South African people who then influenced when the launch happened through social channels, to spur on engagement. Each successful interaction made the store launch move sooner.”
According to BBDO Group CEO, Boniswa Pezisa the Dunkin’ Donuts work highlights the need for strategically insightful and relevant work in a tough market. “This means small budgets, limited above-the-line, quick turn-around and reliance on social media and activations. Testament to the success of this approach was the longest queue in Dunkin’ history and unprecedented demand, leading to our client running out of donuts on launch day.”
BBDO Cape Town’s Media Freedom campaign picked up 2 Sapphires in the outdoor category. “We’re very proud of this work which is in direct response to current scepticism about everything we see in the media,” says Beckett. “This campaign relied on various contributors and collaborators and in keeping with the theme we gave designers an open brief to express their freedom of speech.”
Varkel says that both briefs were undertaken using a combination of local talent, insight and creativity – mixed with the global expertise and best practice available to the agency through the BBDO network internationally. In addition, BBDO content-arm Flare took the lead in executing real-time footage for the Dunkin’ Donuts campaign. Also a special thanks to media partner TMI who helped ensure the success of the campaign.
Adds Boniswa , “I’m really proud of how both Cape Town and Johannesburg BBDO agencies have performed on the African stage, the only SA group to be awarded 2 Grand Prix, proving once again that world-class work can come out of South Africa.”
Summary of awards:
Dunkin’ Donuts
Promo and Direct – Cristal & Grand Cristal
Media: Fast Foods – Sapphire
Media: Integrated Campaign – Cristal (entered by our Media Partners TMI)
Media: Launch Campaign – Cristal (entered by our Media Partners TMI)
Times Media
Outdoor: Media – Freedom of the Press – Sapphire
Outdoor: Ambient – Freedom of the Press – Sapphire
