Halls South Africa was facing a dilemma - The wrappers were sticking to the sweet as well as the inside of peoples' mouths. The public were understandably frustrated and the brand was under fire on social media.
Something had to be done - and fast! So we decided to use humour to deal with the problem. We translated the bad 'wrappers' as literal bad rappers and good rappers. We did this by creating two videos: a bad and a good wrapper. The bad wrapper video communicated our apology to consumers, letting them know that we were aware of the issue. The video was written and executed in a very DIY style. Our good wrapper video used a more professional animation style and was written and recorded by up and coming South African rapper FLEX.
The response was great and South Africa had a good chuckle - the fact that the brand made a public apology also resonated well with our audience.
Credits:
Agency: Gorilla Creative Media
Art director: Alex Adler
Creative Director: Craig Miles
Executive Creative Director: Adam Brandt
Account management: Kelly Osmand.
Writer: Jonathan Peters-Newman,
Head of copy: Lee Naidoo
