The art of effectiveness: How innovative South African creativity is finding its global voice

Storytelling in South Africa is about self-definition, cultural exploration and shared experiences.

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Which is why advertising in this country has never been just about selling, and why local agencies have consistently won international awards. There have even been periods where South Africa has won more global advertising awards per capita than any other nation. The campaigns that shape the nation have been memorable, captured a taste of home, and many have become part of local narratives and lingo. Whether the ads are heard through car windows in peak hour traffic or streamed through a mobile phone, the best ones carry that unmistakable tone: cheeky, familiar, sharp, funny and real.