Creta 2022 Launch

ABOVE-THE-LINE CAMPAIGN

BRIEF: The Creta has a history of lighting the way for gender equality in South Africa. Hyundai asked us to continue this awakening of society’s conscience through an impactful launch campaign for the new 2022 Creta update. 


EXECUTION: Through research and creative strat we came across the concept of ”second-shift motherhood” and the fact that, on average, SAn women spend 3hrs and 40min more time a day on unpaid care and domestic work compared to men. This lead us to our campaign concept of ‘It’s About Time’ - A mission to awaken society's conscious and ask people to be cognisant of their roles in the passive enablement of gender inequality. This was done through a simple story that most families can relate to.

RESULT: The female-led TVC quickly ignited conversations all around South Africa and across social media.

AGENCY: The Riverbed Agency

ROLE: Concept / TVC Script