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Ogilvy

Soccer Song For Change Carling Black Label

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Overview

South Africa’s already horrifying abuse rates spike after football games, and the number 1 excuse is alcohol. As South Africa’s biggest beer brand, Carling Black Label targeted the biggest soccer event of the year and leveraged our sponsorship of the country’s two largest football teams to share a message that couldn’t go unheard – armed with only a song. We had a choir of mothers and daughters enter the field just before kick-off and hijack South Africa’s national football anthem.

Capability

  • PR & Influence
  • Content Marketing

Team

  • Cape Town

Awards

  • Cannes Lions Grand Prix