AB INBEV - SOCCER SONG FOR CHANGE (Case Study) | Campaign

Описание: AB INBEV - SOCCER SONG FOR CHANGE (Case Study) | Campaign

AB InBev’s "Soccer Song for Change" (2018), created by Ogilvy Cape Town, addressed high rates of gender-based violence in South Africa by hijacking traditional, often sexist, soccer songs. The campaign replaced these lyrics with messages promoting respect and safety, winning the Radio & Audio Grand Prix at Cannes Lions 2018.

Context: Developed for Carling Black Label, a brand deeply rooted in South African football culture, the campaign aimed to shift social norms around alcohol-related violence.

Mechanism: Instead of banning songs, the campaign empowered fans to change the lyrics, turning the stadium into a space for positive change.

Impact: The initiative was highly recognized for its social impact in a country with high rates of domestic violence, using the popularity of soccer to deliver a message of safety.

Award: Won the prestigious Radio & Audio Grand Prix at the 2018 Cannes Lions International Festival of Creativity.

This campaign is often confused with other AB InBev marketing efforts, such as the "One Second Ads" (Budweiser/Africa Creative DDB), which also gained notoriety, but "Soccer Song for Change" was a targeted social responsibility initiative in South Africa.

Credits:
Client: Anheuser-Busch InBev (AB InBev)
Brand: Carling
Advertising Agency: Ogilvy Cape Town, South Africa
Production Company: Video Cartel
Music / Sound Company: Pulse Music
Post Production Company: Left
Public Relations Agency: M Sports