HAYLEY ZARA

#Africanacity

To pull off Africa's largest rebrand on record, we needed just one word: Africanacity - the distinctly African ability to always find ways to get things done. We too, got things done differently with a country-wide integrated campaign that ensured Absa became synonymous with the tenacity, audacity and ingenuity at the heart of every African, and be seen as a new bank, with a new and greater purpose.

Produced for ABSA at FCB & Hellocomputer

2019 Midas Awards. Online Campaign Silver

2019 Midas Awards. Social Media Campaign Silver

2019 Midas Awards. TV SFX Silver

2019 Midas Awards. TV/Cinema Certificate

2019 Midas Awards. TV/Editing Silver

Imagine using every corner of the internet, every turn of a phone, every tap and swipe in feed to tell a little tale from our big, beautiful country. To seemingly make it so that everywhere you turned online, a short, unexpected South African story was waiting to invite you to meet more and more of South Africa. Whether you were on FB, IG, Twitter or YouTube, on untold amounts of websites, even in your email, each short lead all who engaged, and there were 10’s of millions btw, to watch an award-winning hero film that weaved all of these uniquely South African social stories into one truly giant one, right on SAT’s website. The campaign content had over 23 million unique views, a 54% video completion rate and best of all, increased web traffic to the SAT website by 30%. What a story.

Produced for South African Tourism at FCB & Hellocomputer

2019 Bookmarks Awards. Bookmarks Finalist | Digital Integrated Campaign

2019 Bookmarks Awards. Bookmarks Finalist | Social Media Campaign

2018 Loerie Awards. Loerie Finalist | Digital Integrated Campaign

2018 Loerie Awards. Loerie Finalist | Integrated Campaign

Sometimes the biggest ideas come in the tiniest sizes, 72x72 for example. ABSA needed to be seen as a digital, Africa-first bank. Our answer? Africa's 1st emoji. The first for any continent on Twitter. An indigenous emoji that connected locally and globally, and gave people on social an easy way to support our amazing continent from anywhere in the world, albeit for 3 months. Just mins after launch, the #AfricaEmoji went viral, eventually becoming a virtual march to grab @unicode's attention in the hope of convincing them to keep the #AfricaEmoji alive on every keyboard forever more. Unfortunately, @unicode never responded, but for 3 straight months, the #AfricaEmoji was tweeted tens of thousands of times and ABSA was not only seen as a digital-first bank, but as Africa's digital-first bank.

Produced for ABSA at FCB & Hellocomputer

South African Tourism briefed us to create a campaign that would inspire people from 14 countries to travel to South Africa.

People that only see South Africa as the home of Table Mountain and Nelson Mandela. We used the world's most powerful social media platforms to send the world their very own personalised campaign, made from over 1 TB of footage, crafted from individual travel insights from each country to make each ad extra special to over 60 million people.

Produced for South African Tourism at FCB & Hellocomputer

2018 Bookmarks Awards. Bookmarks Finalist | Data-Driven Campaign

2018 Bookmarks Awards. Bookmarks Finalist | Social Paid Advertising

To promote local content on DStv Compact, we decided to create a piece about the hosts, celebrities and presenters and the journey they took from their homes to the homes of thousands of DStv viewers who come from the same backgrounds, communities, schools and neighbourhoods as they did. In turn, inspiring a nation.

Produced for DStv at Aqua

2016 Loerie Awards finalist Digital Integrated Campaign

2016 Loerie Awards finalist Branded Content

2016 Sigi [Wunderman International award] Film and video content (Gold)

A one-of-a-kind web experience that invited people from over 196 countries to watch a highly responsive, personalised and ever-changing 24 hour film of South Africa. Together with teams of UX designers and film directors, we created hundreds of curated, 8-sec videos that were stitched together to create millions of bespoke, immersive, 1st person-POV tours of Mzansi, our people, our animals, our food and more. No matter what time it was in your country, you could watch all the WOW going on in ours, at that very moment, and be inspired to visit. View Website

Produced for South African Tourism at FCB & Hellocomputer

As part of Coca-Cola’s Share a Coke campaign, we created an online platform that lets teens create and share custom micro-videos. My writer and I conceptualised and produced forty 10-second videos on a tight budget, which meant calling in every favour we could, drawing faces on fingers, dodging Wits campus cops and making a 90-year-old granny dance to house music.

Produced for Coca-Cola at Aqua

2015 Loerie Awards Digital Craft Certificate (Animation)

2015 Loerie Awards finalist Social Media

2015 Loerie Awards finalist Media Innovation

2015 Loerie Awards finalist Digital Craft (Illustration)

2015 New Generation Award Most Viral Campaign (Gold)

Sprite asked us to do a campaign around 'refreshing like that', so we pitched an idea to refresh the inner city. We got Mars and Reason on board. Making it happen entailed lots of dodgy recces in town and hours in the studio. The mural is up in Maboneng, so go check it out next time you're there.

Produced for Sprite at Aqua

Nokia Nigeria briefed us to launch the Asha 503, a low-cost smartphone aimed at trend-conscious youths. We pitched a fashion competition where we’d help two young designers launch their own fashion labels. When other Nokia markets got wind of the idea, they wanted to be on board too, so it turned into a continent wide campaign involving some fun fashion shoots and lots of shopping for accessories.

Produced for Nokia at Aqua

When Coke launched their Crazy for Good TVC, they briefed a bunch of their agencies to hang up swings in random places. We wanted to do something with a lot more impact and reach, so we placed motion counters in each swing we hung up (hacked together using Nokia feature phones), and pledged to grass a soccer field in Alex if enough people swung. We kept our word and got the whole agency out to Alex one Sunday to plant the grass. The guys at Coke loved it and it picked up a few awards. Oh and two years later, the field is still looking great.

Produced for Coca-Cola at Aqua

2013 Loerie Awards finalist

2013 Wunderman Sigi Awards winner

2013 Bookmark Awards winner

This was a tough one... people love to hate Internet Explorer, even when they fixed a lot of its shortcomings in IE 10. We came up with a bunch of ideas around all its sexy new features, but we realised that no one would take our word for it – we had to get people to actually use it. So we latched onto the one thing no one can dispute – it’s free. And to get them to try IE 10 for free, we gave away free pizzas to everyone who used it to order online.

To drive our point home (and because we spent our budget on pizzas), Pierre and I made every element of our campaign by hand of free pizza boxes and dough kindly donated by Debonairs.

Produced for Microsoft at Aqua

2013 Loerie Awards finalist

2013 Wunderman Sigi Awards winner

2013 Assegai Awards Leader Award

To mark the 100th birthday of the Coca-Cola contour bottle, we launched a social campaign that celebrates everyone who makes happiness happen by rewarding them with bespoke, personalised Coca-Cola content. As a team we created literally hundreds of unique content pieces over many late nights. This campaign is still running, but has already broken all our previous campaigns’ engagement records.

Produced for Coca-Cola at Aqua

2016 Loerie Awards finalist Social Media

2016 Assegai Gold most effective use of content

2016 Assegai Gold Social media platforms

2016 Sigi [Wunderman International award] Creative Data Gold