BMW: Generation Joy

In SA’s changing luxury landscape, BMW sought to connect with a new generation of affluent consumers who define luxury through experiences and self-expression, rather than traditional status symbols.

Responding to this insight, we developed the #GenerationJoy campaign, repositioning BMW as a champion of individuality and a joyful rebellion against outdated norms.

The campaign extended to social media, fostering a community around the shared values of #GenerationJoy, achieving click-through rates of 66% over target and exceeding impression expectations by 289%.

Hollard: Insure your Unsure

Hollard briefed us with repositioning them as a challenger brand in the commercial insurance space, an industry which often catastrophises risks in its messaging.

Hollard wanted to promote a more positive outlook rooted in the belief that insurance is about embracing the uncertainties that come with building a better future.

So we created a campaign around the line “Insure Your Unsure” that speaks to sectors like trucking, fishing, cold chain management and freight & logistics.

We launched with a fun TVC that speaks to all of life’s “unsures”, featuring everyday people in situations that aren’t going according to plan.