In the world of creativity, weird is a compliment
REDISCOVER REAL LIVING CAMPAIGN
Absa’s brand repositioning campaign set out to inspire people to pursue their goals, not just go through the motions.
Our answer was "Rediscover Real Living," a bold call to action encouraging individuals to move beyond routine and fully embrace life. This core idea was tailored into product-specific themes like "Reimagine," "Rebuild," "Recreate," and "Reignite," each highlighting Absa’s role in enabling personal and financial growth.
The campaign not only repositioned Absa as a catalyst for progress but also struck a chord with audiences by tapping into their ambitions.
SUMMER CAMPAIGN
As part of the Summer and Rediscover campaigns, Absa launched a high-profile giveaway where five customers won brand-new cars—helping them "Rediscover Real Living" just in time for the festive season. The campaign blended digital, PR, and experiential elements, securing media coverage across TV, radio, print, and podcasts. It culminated in live giveaway events at select dealerships, filmed and amplified on social media. The initiative boosted engagement while reinforcing Absa’s role as a brand that rewards and uplifts its customers.