Cannes Lions

LOVE THE DARK

JWT CAPE TOWN, Cape Town / MARMITE / 2015

Presentation Image
Case Film

Overview

Entries

Credits

Overview

Execution

South Africa is currently in distress due to load shedding. We looked at what important days were coming up and noticed that Valentine's Day would fall on one of the darkest days yet. We wanted people to put aside their frustration and learn to embrace the dark with Marmite. So, we created limited edition Marmite candles giving people a reason to Love The Dark this Valentine's Day. After creating the product, we distributed it to 150 influential bloggers as well as a few important influencers around South Africa, reminding everyone that when the lights go out, it’s time to Love The Dark. We also gave people the chance to win their very own candle through social media.

Outcome

The final product was a limited-edition Marmite candle, that reminding everyone to Love The Dark. We also helped relieve some of the frustration caused by load shedding by getting people to enjoy Valentine’s Day by candlelight. People love Marmite and they loved our candles.

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