AGENCY
Angie Hattingh, Strategic Planning Director
Mike Martin, Creative Director
Pete Case, CEO
Camilla Clerke, Executive Creative Director
Sibs Zihle, Creative Group Head
Sandhya Mathura, Senior Copywriter
Devon Bollard, Art Director
Paul Fulton, Copywriter
Maxinne Mboweni, Copywriter
Troy Squires, Business Unit Director
Zoe Willems, Strategic Planner
Lwando Sopotela, Strategist
Katie James, Business Director
Sanele Mthethwa, Group Account Director
M Sports
SUMMARY
An unexpected and provoking stunt, hijacking and reframing the most powerful symbol of marital commitment, designed to reach millions and get them talking about IPV after marriage, breaking the conspiracy of silence that tacitly excused it. By revealing the darker side of marriage vows, 'Bridal Armour' helped shifted men and women’s attitudes towards IPV and made CBL the most powerful beer brand in the country; demonstrating that a positive social impact can have a positive business impact.
