Simba SA recently relaunched their product offering and in case you hadn’t seen it you can read all about it here. The relaunch, which is quite ambitious, of the iconic South African brand has led to innovative collaborations across the creative industries, perfectly illustrating what the much-loved snack brand does best – bring people together.
The campaign kicked off with “Sound of flavour” a high-energy television commercial starring Amapiano star DJ Maphorisa – who produced the soundtrack – with young dancers styled in contemporary fashions by the hottest local designers and directed by top film director Tebza.
Tebza, a.k.a. Tebogo Malope, said the commercial was one of the most exciting projects he had worked on, bringing leading creative artists together from right across the spectrum of South African youth culture.
“I can’t believe the talent we were able to get to collaborate on this advert,” he said. “Only a brand like Simba, which is loved by all South Africans, could do that. Everyone brought their most creative ideas to express how Simba roars with flavour while it brings us together.”
The commercial follows the format of a music video, with the soundtrack produced by DJ Maphorisa. In it, he uses samples of the evocative sounds made by South Africans enjoying their favourite Simba chip flavours.
A team of dancers choreographed by Nhlanhla Mahlangu brings the track to life on screen. Dancers expressed the joy of particular Simba flavours, styled in custom-created pieces by the country’s hottest fashion designers.
The bespoke pieces designed for each Simba flavour were made by independent labels Happyville, Refuse, Deuce, Nao Serati, Art Club and Friends, and Swanker, while Peace by Khotso created the outfit worn DJ Maphorisa.
“We’re thrilled with what we achieved with the TVC,” said Giulia Iorio-Ndlovu, Simba Chief Marketing Officer Sub-Saharan Africa. “The ad perfectly celebrates the rich flavours of South Africa, and the project itself brought people together. Besides working with Tebza as director and DJ Maphorisa, we created a collaboration of South Africa’s most talented dancers and designers. It’s the perfect expression of the Simba values as the champion of meaningful connections.”
For the creative artists involved, the project was a welcome chance to partner with peers after the enforced separation of the lockdown.
“It was amazing to be able to work on something so significant, and to be given so much creative freedom,” said Happyville founder Lebo Serame. “We found great inspiration in the colour tones of the Simba flavours, and in finding textures to express them.”
The TV commercial was created with Simba brand advertising agency Ogilvy South Africa, which is running the relaunch campaign.
“It’s a privilege to work on one of South Africa’s greatest brands,” said Ogilvy chief creative officer Matt Barnes. “It’s also a massive responsibility to make sure you do the brand justice. The Simba and Ogilvy teams have done a fantastic job. Now we wait to see what the most important stakeholder thinks: the consumer.”
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