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FCB Joburg launches a new campaign for an iconic brand

Press Release - South Africa, 16 May 2019

For 93 years South Africa’s leading spread, Black Cat continues to empower future generations, a fact made clear in a new campaign from FCB Joburg highlighting – as always – that ‘the kids are alright with peanut power’. Driven by the insight that today’s children see opportunity and excitement around every corner and they need energy to help them keep up with the fast-paced 21st century world in which they live, ‘Power to the Little People’ was conceived by the strategy and creative team at FCB Joburg. It was shot over a day and a half in Thokoza Park Soweto by Bomb Films’ Teboho Mahlatsi.

“This ad – part of a 360 campaign showing kids the value in Black Cat and enticing them to ask for it by name – features a group of energetic kids, with unassuming talents, playing cricket in the park. However, thanks to the boost of peanut power in Black Cat, two of them land up living the dream and wowing their mates with their sporting prowess,” said Creative Director, Greg Cameron. Parents needed to be assured that kids are getting the necessary nutrition from Black Cat Peanut Butter, and that, with Black Cat in their lunchboxes, they have the energy to be the best they can be,” he said.

The 30-second TVC can be seen here: https://youtu.be/_90GDwyyR4Q.

Creative Credits:

Creative Agency: FCB Joburg

Group Account Director: Bronwyn Simmons

Account Executive: Kholosa Madikane

Chief Creative Officer: Ahmed Tilly

Creative Director: Gregory Cameron

Copywriter: Sandile Hamilton

Art Director: Luzuko Witbooi

Senior Integrated Strategist: SizweSihle Dlamini

TV Producer: Mun-Ying De Lacy

Production House: Bomb Films

Director: Teboho Mahlatsi

Post-production: The Ludus upstairs