The South African National Lottery wanted a campaign to create brand love among South Africans. The media buy consisted of a 30" spot as well as 10" opening and closing billboards, which we had to tailor-make for the shows they would book-end.
We created a heartwarming story about Nkhulu (a respectful term for an older man, similar to grandfather) and his community, and characters from the 30" commercial were featured with their own short stories in the 10" billboards.
The shows were Our Perfect Wedding, a wedding reality programme, and three popular soapies Isibaya, Generations and Muvhango. The characters and their 'When I win." stories were matched to the content of these programmes.
