As one of South Africa's most iconic brands, ENO has solidified itself as a brand with heritage and a brand that celebrates an appetite for life. The client briefed us on an ATL campaign that was targeted at a younger audience. And, as it goes with most youth in South Africa, a weekend is not complete without spending it at your favourite chisa nyama joint, with good music, and a drink or two to ease you into a moment shared with friends.
There’s nothing worse than getting heartburn and indigestion, especially when all the combos are communicating – we’re talking good food, great music, and even better vibes! What’s worse? Your conscious creeping up on you trying to embarrass you and kill the vibe. There's no need for heartburn and indigestion to put a pause on your life. Ungashi, ENO’s got you, so you can continue living life and never holding back. In this TVC, the protagonist is caught off guard when he has a conversation with this "inner-voice", embarrassingly, he realises that his friends could hear him the whole time. "Ungashi" is a Zulu colloquialism which means "don't be scared" or "don't hold back".
For the audio/radio campaign we conceptualised the, "Ungashi in any situation" radio spots which are quite brave for a category that usually does do your standard product intrinsic spots or live reads. They are fun, light-hearted and driven by insights inspired by South African pop culture. The first titled: "Abathakathi" (or witches), the second titled "Abomama bomthandazo" (or praying women), and finally "Confessions".
