Campaign objective: To position SPAR as the most loved retail store in South Africa.

 

Creative Strategy:  Reinforce SPAR's role as South Africa's community champion.

 

Creative Concept: At a time when the mention of load shedding* brought frustration and anger amongst South Africans, SPAR found a story that held a light of hope to that little optimist inside us all. By embracing the load shedding problem, and resetting the attitude to it, SPAR showed South Africa how it could experience something much richer than sitting in front of the TV or eating a microwave dinner alone.

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* Due to bad planning and poor management by South Africa's main electricity supplier, rolling black-outs or 'Load shedding'  was instituted whereby the power supply was cut off at certain times to prevent the collapse of the entire power system country-wide.