Brand Campaign
Women are born with an innate ability to be prepared for whatever may happen. We carry everything we could need with us, in our bags, our cars, and our jackets.
Truth is, we just like to be prepared for any possible situation, no matter how old we are.
Retail Campaign
In retail, we brought the claim Always ready. Just in case. to life in a fun and relatable series which followed two friends dealing with life’s everyday problems.For the print campaign, we went to the insurance company and photographed actual 1st for Women employees, using the opportunity to compare some of our favourite, and weird, DIY tricks. You know, those ones that every woman just seems to know; like using nail polish to stop a stocking from laddering or carrying superglue for, well, literally anything.
The TV ads actually became popular throughout South Africa, with people quoting the “Costume” TVC whenever referring to someone being extra or something being overpriced.
✨Shortlist at Loeries
Credits:
Agency: King James II
Director: Leigh Ogilvie
Concept & Copywriting: Siobhaun Hieber, Jessica Marques
Concept & Art Direction: Melanie Moore, Lizandri Van de Merwe
ECD: Rob McLennan, Graeme Jenner
Agency: King James II
Copywriter: Siobhaun Hieber, Jessica Marques
Art Director: Melanie Moore, Lizandri Van de Merwe
ECD: Rob McLennan, Graeme Jenner
Film Production: Team Best