AB-InBev Africa's 'Soccer Song for Change' wins Radio and Audio Grand Prix at Cannes

New lyrics to a popular tune draw attention to domestic violence

Published On
Jun 19, 2018

Editor's Pick

"Soccer Song for Change," by AB-InBev Africa and Ogilvy Cape Town, took the Grand Prix for radio and audio at Cannes. The campaign for Carling Black Label beer changed the words of a popular song sung at soccer matches in South Africa, with the new lyrics telling the story of a woman who is beaten by her husband after he comes home intoxicated and angry after his team lost a match.

Jo McCrostie, creative director at Global, talked about the category and how much it has changed, widening far beyond just radio. She said "Soccer Song" fit the bill of "something that was really going to make an impact on the world."

Credits

Date
Jun 19, 2018
Brand:
AB-InBev Africa
Agency:
Ogilvy-Cape Town

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Project Type