Savanna Cider - "#DecoloniseAutocorrect"

Grey Johannesburg

Grey Johannesburg Bryanston, África do Sul

Prêmios

3070

Marca: Savanna Cider
País: África do Sul

Anunciante: Distell Group Limited

Titulo	#DecoloniseAutocorrect
Agência	Grey Johannesburg
Campanha	Decolonise Autocorrect
Anunciante	Distell Group Limited
Marca	Savanna Cider
Data da primeira Transmissão/Publicação	2019 / 12
Sector Empresarial	Cervejas, sidras
Legenda	It’s Ducking Time. #DecoloniseAutocorrect
Filosofia	If your mother tongue isn’t English, you’ll have discovered that colonialism is alive and well and living in our phones, and it’s killing our indigenous languages. How is it that Autocorrect has no problem recognising a sentence like “The bourgeoisie acquiesced in bequeathing their paraphernalia to the fascists”, but try typing in “Abrazos para ti” and before you can prevent it, Autocorrect has turned it into “Abrasive parade today.” This is a particularly acute problem in South Africa, where our Constitution recognises eleven official languages and our phones only recognise one. Savanna Cider is a proudly South African cider that’s much loved for its unapologetic crisp witty commentary on the ironies of South African life. They declared “We’re tired of ducking Autocorrect forcing South Africans to speak English”, and set out to liberate people’s phones through a simple hack. Simply go to the Savanna website, download a file in the language of your choice, save it to your Contacts, and vóila. A contact file takes up little space on your phone and can contain an unlimited number of words. Because Autocorrect recognises words saved to your Contacts and doesn’t correct them, saving a Contact file with the 500 most used words in a language automatically “teaches” your phone that language. No more Autocorrect snafus. No more being forced to use someone else’s mother tongue. "Shosholoza" is an Nguni song that was sung by the mixed tribes of miners mining gold in South Africa.. It was sung by all-male African workers that were working in the South African mines in a call and response style. The song is so popular in South African culture that it is often referred to as South Africa's second national anthem. We re-wrote it to according to autocorrect.
Tipo de Mídia	Case Study
Comprimento	120 seconds
Chief Creative Officer	Fran Luckin
Director executivo criativo	Glenn Jeffery
Director criativo	Francois du Preez
Director criativo	Stephanie Van Niekerk
Director de arte	Marais Janse Van Rensburg
Redator	Maxine Twaddle
Redator	Mkhuseli Radebe
Redator	Sanele Ngubane
Redator	Marais Janse Van Rensburg
Redator	Stephanie Van Niekerk
Chefe de produção	Linda Hauser
Chefe de produção	Lara Bayley
Diretor dos Negócios	Jacqui Howard-Tripp
Account Manager	Brett David
Produtora	Produce Sound
Digital Creative Director	Kristoff Smith
UX	Kathrine Pelser
UI Designer	Michael Williams
Developer	Siyabonga Hlengwa
SEO Expert	Craig Wilson
Data Analyst	Zaheer Adhikari
Developer	Clemens Maart
Project Manager	Leezl Kaschula
Animação	Francois Venter
Animação	Bohlale Radebe
Auditivo	Louis Enslin