June 9, 2017

TAKING AFRICA’S CREATIVE REVOLUTION TO THE CANNES STAGE

NATIVE VML in collaboration with Absolut Vodka and Khuli Chana will be taking to the mainstage at the Cannes Lions Entertainment forum this year.

In this presentation, Jason Xenopoulos, NATIVE VML CEO will be joined by Ryan McManus, NATIVE VML ECD, Melanie Campbell, Head of Marketing: White Spirits & Rum at Pernod Ricard South Africa and Khuli Chana, to talk about Africa's creative renaissance, the continent's rapidly emerging consumer market, and the opportunity for global brands to capitalize on this vibrant creative revolution. The talk will showcase the One Source campaign that NATIVE VML created for client Absolut. One Source broke boundaries between advertising and popular culture, turning Absolut's "One Source" product intrinsic into a war cry for the continent's Creative Revolution. This Pan-African Musical collaboration featured hip-hop icon Khuli Chana and some of the continent's biggest artists. It resulted in a concept album, music video, and hit-single that rocketed to #1 on the SA iTunes store.

"We are delighted to have this opportunity to showcase Africa in a completely different light on a global stage. What makes this interesting is not simply the work, but the fact that it is reflective of a massive creative and cultural shift on the continent. We are excited to give marketers the world over valuable insight into an emerging economy that they know very little about," says Xenopoulos.

If you are heading to the Cannes International Festival of Creativity this year, be sure not to miss this insightful talk at Cannes Lions Entertainment at the Inspiration Stage on 21 June at 15:00.