Nedbank And Joe Public Win Gold At AMASA Awards
The 2016 AMASA Awards ceremony celebrates the most innovative and excellent media and advertising work.
The AMASA Awards exist to recognise ‘all-rounder’ media campaigns which are based on sound insights, underpinned by great ideas, followed through with perfectly executed strategy to achieve outstanding and measurable results – all the while celebrating innovation.
With over 170 entries and over 60 shortlisted campaigns in this year’s call for entries, Nedbank and Joe Public are proud to have scooped two Gold awards in the following categories: Best Integrated: Cause Related campaign and Social Media campaign (supported by Native VML), both for Twitter Track #GoSandile.
The campaign was supported by Nedbank and aimed to challenge a young, 17-year-old double amputee, Sandile Mbili, from Diepsloot who lost his legs four years ago due to an infection. The idea was to have Sandile run one of the most significant miles of his life, the 1,6 km Nedbank Green Mile, at this year's Comrades Marathon on 29 May. Motivating tweets, also known as the Twitter Track, were then physically created and placed along the route so that Sandile could see words of encouragement as he ran his first ever mile.
“We are pleased with this achievement as it demonstrates our long standing commitment to creative and disruptive communications approach, designed to evoke an emotional connection with our audiences. These accolades are symbolic of a great partnership with our creative agencies who bring our brand essence to life in a tangible manner,” explains Sydney Mbhele, Executive Head of Group Marketing, Nedbank.
“We continuously seeks to explore meaningful and authentic ways to engage with our clients and broader consumers to ensure relevance through creative concepts that resonate with them. This complements Nedbank’s brand essence which draws from different perspectives and experiences to tell our story,” adds Mbhele.
“Being acknowledged for our creative work and excellence by achieving Gold is testament to our fantastic partnership with our client Nedbank and partner agency Native VML. The successful collaboration enabled us to create a campaign that made a meaningful difference to someone like Sandile as well as inspiring the broader country at large. We are grateful for the recognition,” concludes Gareth Leck, CEO, Joe Public United.