Cannes Lions

THE TIGER ALPHABET

TBWA\HUNT\LASCARIS JOHANNESBURG, Johannesburg / TIGER BRANDS / 2014

Awards:

1 Bronze Cannes Lions
1 Shortlisted Cannes Lions
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Case Film
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Overview

Entries

Credits

Overview

Description

We created an entire alphabet using the first letters of many of South Africa's most loved brands from the largest FMCG company in Africa, Tiger Brands, and used it to help children in schools to learn to read and write. Packs were sent to schools in the form of books that doubled up as classroom wraps, keycards, posters, alphabetical blocks and stickers. We used the very brands these children have grown up with, providing a highly useful literacy tool. We initially targeted schools already forming part of the Tiger Brands feeding programme in order to help with distribution.

Execution

By using the very brands these children have grown up with and have come to love, we were able to provide children with a highly useful tool to learn how to read at such a crucial age. We chose to use brands in The Tiger Alphabet that they interact with on a daily basis; brands that are so entrenched in these children’s lives that when they close their eyes they can see them straight away. We created a campaign consisting of a whole stable of brands, the first of its kind.

Outcome

We documented a rapid increase in children learning how to read from classroom to classroom. Over 50% of school teachers and heads of schools requested more Tiger Alphabet packs. We foresee that this addition to schools will have a massive positive impact on our children being able to learn to read and write for years to come. We were able to make South Africa’s most loved brands even more loved.

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