We were briefed to announce RMB (CIB)'s involvement in the merger deal of a newly formed, 100% black-owned independent power producer(IPP), iThokazi. The magnitude of the merger lent itself to an opportunity to do this deal ad differently. We took an integrated vernacular direction.

It was a privilege to partner with strategists and senior creatives to ideate multiple African directions for this piece of work. Creating traditionally relevant expressions while skew towards cross-over appeal was a beautiful challenge. We arrived at "Azele amathambo engqondo*" which is a phrase that speaks to various elements of the deal such as multiplication of resources, RMB's Solutionist approach, as well as the coming together of these four renewable energy companies to form one large IPP named iThokazi.

Senior Account Manager, Sthembiso Mamba

Strategy, Rob Jameson; Nonkululeko Mabena

Creative group head, Carel Christie

Senior Copywriter, Sherinne Winderley

Copywriter, Precious Nkadimeng