Cannes Lions
TBWA\HUNT LASCARIS, Johannesburg / CITY LODGE GROUP / 2019
Overview
Entries
Credits
Background
Makoti is a city wife married into a Zulu family. She confronts the challenges
of adapting to a more traditional way.
It’s tough for Makoti; Zulus have a wedding song about how much she cooks and cleans.
Execution
Mahala is a colloquial Zulu word for anything that is acquired without
payment,or effort.
All Zulus love going to one place during holidays; home. Why? Because
it’s mahala.
The truth is, in these tough economic times, many of us opt for the ‘mahala’ option.
But consider the real costs of dealing with family, both physical and emotional. Then add black tax, paid in cash, as well as in free labour.
And for women, even more hidden costs; including becoming part of the help, adhering to a strict traditional dress code, and hyperpigmentation of knees from scrubbing toxic masculinity off the floors.
What’s better than mahala?
A room, far away from your traditional Zulu family, for under $60 at Town Lodge.
When you weigh up the real cost of staying with the family, staying at a Town Lodge hotel is better than mahala. Actually.
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