Creativity

Philips honors Nelson Mandela's legacy--through his hairstyle

100 years since the South African leader was born, brand partners with Nelson Mandela Foundation

By I-Hsien Sherwood. Published on Jul 31, 2018

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It's been 100 years since the birth of Nelson Mandela, who spent 27 years as a political prisoner before shepherding South Africa out of apartheid as its first black president. A new campaign from The Nelson Mandela Foundation and Philips celebrates his life and legacy by urging admirers to imitate not only Mandela's actions and outlook, but also his hairstyle.

In addition to his inspiring rhetoric, Mandela was known for his distinctive haircut, a straight line shaved down to the scalp running back from the forehead. Last month, Ogilvy Johannesburg launched "Shave to Remember," a campaign which will run through the end of the year.

An anthem spot directed by Kim Geldenhuys of 0307 Films features an excerpt of Mandela's inaugural address and a selection of real South Africans all sporting the hairstyle, speaking about what Mandela means to them and their country.

To make the campaign accessible to as many people as possible, Philips brought 30 barbers to a launch event in Johannesburg to give free haircuts for six hours. For the next six months, the company will sell limited edition "Shave to Remember" hair clippers, with proceeds going to The Nelson Mandela Foundation.

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Credits

Date
Jul 31, 2018
Client:
Philips
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
Traffic Manager:
Refilwe Mashatole
TV Producer:
Stacey Hardy
Head of TV:
Debbie Dannheisser
Strategy:
Neo Makhele
Strategy:
Candice Blumenthal
Director:
Kim Geldenhuys
Producer:
Jo Barber
Director of Photography:
Adam Bentel
Editor:
Gordon Midgely
Edit Company:
Deliverance Post Production
Colorist:
Craig Simonetti
Color Company:
Pudding
Music:
Man on the Hill
Music:
Kidwithamatch
Written by:
Grant Sissons
Written by:
biblo.tv
Photographer:
David Prior
Photographer:
Marc Shoul

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