You can’t ignore it. You can’t avoid it. Every news cycle confirms that the world’s heading in a disturbing new direction. One where autho...
You can’t ignore it. You can’t avoid it. Every news cycle confirms that the world’s heading in a disturbing new direction. One where authoritarianism, xenophobia, bigotry and corruption threatens to be the new normal. While our leaders are busy spewing their hateful vitriol all over social media, it’s become increasingly important to tell the story of different kind of leader. One that was condemned to a prison cell for 27 years at the hands of a brutal Apartheid regime, and emerged only to choose love and forgiveness over hate. One that led his country from persecution to a peaceful democracy where every race, religion and creed would be free and equal. His name was Nelson Mandela and the world needs him now more than ever. But as Barack Obama remarked in his recent speech marking the former president’s centenary celebration, “We will never see the likes of Nelson Mandela again. But let me say to the young people of Africa and the young people around the world -- you, too, can make his life’s work your own.”
That is why Ogilvy Johannesburg, in partnership with Philips and The Nelson Mandela Foundation conceived a way to turn Mandela’s legacy into a tangible action that anyone can make their own. #ShavetoRemember is a call to action for all people in South Africa and beyond, to find the Mandela within them by getting his iconic haircut. But it’s more than a hairstyle. Getting the Madiba line shaved into your hair is a visceral pledge to bring his values of freedom, peace, forgiveness and equality to a divided world. Because it doesn’t matter who we are, where we come from or how small our sphere of influence is, we all have the ability to be the kind of leaders we wish to see in the world.
Says Sello Hatang, Chief Executive of the Nelson Mandela Foundation, “The path that Madiba wore on his hair represents a long road that he walked, but more importantly, signifies the distance that still lies ahead for all of us that are left behind to continue the journey of freedom, peace and equality. That is why we are inviting everyone to join us in wearing his iconic cut with pride in remembrance, and why we call on each South African and beyond to find personal inspiration by living his values, and creating the absolute best version of our future.”
When it came to finding a partner to realise the vision of using a haircut as a tool for change, Philips was the perfect fit.
For over a century, Philips has been dedicated to creating solutions that make people’s lives better by instilling confidence in men and women, across the continent to be the best version of themselves,” says Ntutule Tshenye, General Manager, Philips. “Captivated by Madiba’s legacy, and as a proud partner of the Nelson Mandela Foundation, we believed that the campaign would bring his values to life through solidarity, reflection, and a deep sense of personal introspection,” he says.
About the Campaign
The campaign started with a strong call to action featuring some of South Africa’s most influential celebrities. These ambassadors seeded the haircut and this was amplified by an emotive film shot by Kim Geldenhuys of 0307 Films,
The film opens with a recording from the former President’s inaugural speech. This sets the scene as his words are delivered by a diverse cast of real South Africans. Every word in the ad is Mandela’s own.
The characters, all with the famous Mandela line shaved into their hair, use Mandela’s wisdom as inspiration and guidance in their everyday lives and struggles, The underlying narrative being that everyone has a Madiba in them.
Taking the Haircut to the People
A significant part of the campaign was to make the haircut accessible to the masses by means of activations and a special mobile barbershop, manned by an army of specially-trained Philips barbers and Philips clippers. Limited edition Philips #ShavetoRemember clippers are being sold at major retailers across the country - the proceeds of which is donated to The Nelson Mandela Foundation.
Every day more people are sharing their own Madiba haircuts on social media. He didn’t die, he multiplied. And his legacy will live on for as long as we remember to remember that there is an alternative to what our daily news cycles are showing us.
Advert title: #ShavetoRemember
Campaign name: #ShaveToRemember
Media: TV, online, activation
Industry: Personal Grooming and Non-profit Organisation
Published: 16 June 2018
Market: South Africa
Language: English, Sotho, Shona, Tsonga
Headline and copy text: #ShaveToRemember: How an iconic haircut is inspiring a generation to bring Nelson Mandela’s values of freedom, peace, forgiveness and equality to a divided world.
Agency: Ogilvy Johannesburg, South Africa
Advertiser: Philips and The Nelson Mandela Foundation
Brand: Philips and The Nelson Mandela Foundation
Chief creative officer: Pete Case
Executive creative director: Mariana O’Kelly
Creative director: Peter Little
Creative director: Agisanang Masekela
Creative director: Molefi Thulo
Creative director: Mike Martin
Copywriter: Andile Khambule
Copywriter: Stephanie Van Niekerk
Art director: Kamohelo Chakela
Art director: Marion Bryan
Art director: Angela Kwamongwe
Art director: Thando Silimela
Animation: Delisa Govender
Managing partner: Firdous Osman
Account manager: Romney Fortescue
Traffic manager: Helga Loser and Refilwe Mashatole
TV producer: Stacey Hardy
Head of TV: Debbie Dannheisser
Strategy: Neo Makhele and Candice Blumenthal
Director: Kim Geldenhuys – 03:07 Films
Producer: Jo Barber
DOP: Adam Bentel
Editor: Gordon Midgely | Deliverance Post Production
Colourist : Craig Simonetti | Pudding
Music : Man on the Hill, Kidwithamatch, Written by Grant Sissons @biblo.tv
Photograper: David Prior