Client: Absa Group
Head Absa Group Marketing: David Wingfield
Manager: Media Strategy & Relations: Carli Cooke
Creative agency: FCB Joburg
Integrated Executive Business Director: Thithi Nteta
Account Leaders: Maureen Bam, Kgabo Kganyago, Roxanne Singh, Kathryn Smythe, Zahrah Stoltenkamp
Joint Chief Creative Officers: Jonathan Deeb/Ahmed Tilly
Executive Creative Director: Gareth Paul
TV, Digital & Social: Hayley Doron, Loyiso Twala (Creative Directors)
Radio: Nigel Matthews, David Schild (Copywriters)
Out-of-Home: Vanessa Klevansky, Kerryn Tyser, Ryan Whyte
Producer: Alexandra Hope-Bailie
Production House: Gentlemen
Director: Greg Rom
Offline post production: The upstairs ludus
Offline Editor: Julian Redpath
Online post facility: Fuel Content
Online Editor: Schalk van der Merwe
VFX: Chocolate Tribe
Audio: Freqncy Audio, Dave Harris
Published: September 2018
Synopsis:
FCB Joburg, a member of the FCB Africa group of agencies, has created a new word, as well as a 360° campaign embracing traditional and new media, to assist Absa Group, formerly
Barclays Africa Group, in its relaunch in Africa.
The group’s new brand strategy and identity were co-created by Grid Worldwide and Yellowwood, in a year-long process that started in 2017. FCB Joburg’s responsibility was to assist Absa launch these, and communicate them to the group’s internal and external stakeholders on the continent in the months ahead.
The group’s new logo features ‘absa’ in lower case, offering a more human, approachable and understated feel than its predecessor. Stripped of complexity, the new button-like logo sits comfortably among popular new brands in a digital space. Absa’s brand colour has been expanded to a wide spectrum of reds.
The Africanacity campaign conceived by FCB Joburg is a 360 campaign that comprises a 97- second film, a 60-second television commercial directed by Gentlemen’s Greg Rom, radio executions in most of South Africa’s official languages, out-of-home, print, as well as an extensive social media campaign.