SAB’s brand purpose is to unite South Africans and smash the label on stereotypes.
About the project.
AN EARNED BRAND LOVE SOLUTION
SAB’s brand purpose is to unite South Africans. Smashing the label on some of the stereotypes that hold us back as a nation. Our task was to smash the label on Xenophobia. Because xenophobia is most prolific between South Africans and Nigerians, we chose an event that generally brings nations together. We chose the AFCON qualifier match between South Africa and Nigeria to create awareness between these two countries.
Then through the power of sport and music, we brought together SA and Nigerias biggest artists to show that when we collaborate and see beyond the labels, we can achieve extraordinary things. The online engagement went viral both before and after the performance, with #SmashTheLabel trending on the day of the game
#UnitedAgainstXenophobia and #SmashTheLabel trended on the day.