The One Club’s Creative Week lends its online platform to the creatives of South Africa to discuss issues, changes and ideas across different industries.
Last Month, 10 June Bizcommunity and The Creative Circle were the proud hosts their online expose titled Global Media Talks. Industry advocate Ann Nurock led a pannel of awarded SA creatives in a discussion about the State of Creativity in South Africa. Judges include creative individuals such as Xolisa Dyeshana, Camilla Clerke and Neo Mashigo. A discussion of effective advertising, branding and marketing leads these creatives to dive into the topic of unique story telling.
Unique story telling in the South African context
With 11 official languages, there is no one true way to tell the South African story. However, with its deeply tragic past which formed the richly diverse cultural landscape that is South Africa, forms a foundation for its eclectic story. The country is no stranger to growing pains as we start of with the socio-economic reality our country finds itself in. South Africa is a acountry that has seen extreme pain and tragedy. Its people have taken it upon themselves to work through this with comedic relief and creative expression.
“When you’re living in a country that was as divided as we were, as restricted as we were, you have to find creative ways to find your way around,” said Dyeshana.
Creatives in South Africa have always used creative mediums to find joy in the simplest things despite what may be happening around them. During a period of isolation and soul searching, Dyeshana, chief officer at Joe Public United, shares how social media has become a brilliant avenue for expression in this country. These days, with the help of social media, people are able to create something which connects with the rest of the country – something that everybody wants to and can be a part of. The creative industry is using this time to realign itself in becoming an industry that promotes authenticenticity. According to the panel, there has been a trend where South African creatives who bring awareness to social issues happening in South Africa are being highlighted by the creative industry.
A drive for authenticity
The excute creative director at Ogilvy, Camilla Clerke, expressed to the panel that in the past branding has focused on strong universal truths. Now, however, branding is more focused on truths which are pertinent to South Africans – and this brings out true authenticity. Brands are working to become more relateable to their consumers. Neo Mashigo states that brands are personifying themselves by engaging in the banter which is starting to arise between them.
“We have a very unique humour and I think it’s about time it gets shared,” said Clerke.