"This year, only 20 entries made the finalist shortlist, effectively putting FoxP2 in the spotlight among some pretty notable company," says FoxP2 GM Lynda Fiebiger.
"The campaign was created when the innovative insurer briefed FoxP2 to use South Africa's annual 16 Days of Activism Against Gender-Based Violence, to highlight that a woman in the country is murdered every three hours," adds Fiebiger.
"I'm exceptionally proud of the fact that we immediately responded by assembling an all-women team to handle the creative concept, a decision taken in the moment that just felt so right," she concludes. "We went on to brief a 100% female-owned production house, which used an all-women crew to shoot the campaign."
The campaign had a considerable impact: metrics-wise, its reach topped 41.5 million and 4 400 hours of video was watched. Visits to the platform increased 2 000% and pledges of help increased 456%.
South Africa's creative community awarded it one of only three
Grand Prix in the
Loerie Awards in 2020. This performance was responsible for 1st for Women's debut on the
Loerie Awards' overall ranking by brand list (and within the top 10) and contributed to FoxP2 being ranked as South Africa's most creative agency on the medium-sized agency list for the second year in a row.
Internationally, the campaign was recognised by the 2020 / 2021
Clio Awards, which awarded it a
Bronze in the
Out-of-Home Ambient category.
For more information, visit
www.foxp2.com. You can also follow FoxP2 on
Twitter.