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Grey South Africa wins Gold at Cannes Lions

When you start thinking about how much culture and technology have changed over the last 10 years, it's really quite something. This was the insight that won Grey South Africa a Gold Cannes Lion for its radio campaign for Duracell Duralock technology - guaranteeing a 10-year shelf life.
Grey South Africa wins Gold at Cannes Lions

The ad starts off with an ironic voice-over with the overtone of a sad tune being played on a piano in the background taking listeners on a nostalgic journey back to 2007, highlighting the ten-year duration of Duracell Quantum batteries in storage. It takes a charming and amusing look at past and current trends, events, politicians, celebrities and technology and emphasises how much things can change in ten years. But the one constant is a Duracell Quantum battery.

Duracell is the world’s leading manufacturer of high performance alkaline batteries, specialty cells and rechargeable batteries. Since its foundation in the early 1940s, the company has become an iconic personal power brand, trusted for compact and longer-lasting batteries.

“We needed to show longevity of the brand as well as the product. What better way than to tie our concept into the ever-changing times we live in,” says Chief Creative Officer at Grey South Africa, Fran Luckin.

Click the links below to listen to the ads:

Duracell_Advert_A.mp3
Duracell_Advert_B.mp3
Duracell_Advert_C.mp3

Agency/Entrant

Grey Advertising Africa (Pty) Ltd

Brand

Duracell

Product

Duracell Duralock

Business sector

Miscellaneous/Other

Credits

Account Management

Linda Oompie

Agency

Grey Advertising

Brand Representative (Client)

Benjamin Ungvari

Chief Creative Officer

Fran Luckin

Directors

Jeff Harvey
Steve Gounaris

Executive Creative Director

Glenn Jeffery

Performance

Brian van Niekerk

Producer

Astrid MacKenzie

Recording Studio

Fine Tune Studios

Regional Agency Group

WPP

Media Contacts

Melissa Padia
Telephone: +27 11 706 3060/ +27 82 959 5767
E-mail: az.oc.yerg@aidap.assilem

30 Jun 2017 11:29

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