South Africa’s first non-racial democratic elections took place in 1994 after a history of racism under the apartheid regime. This historic day is known as Freedom Day. To celebrate the day we created 3 radio spots. Each spot is a monologue portraying the style and delivery of popular freedom speeches and declarations of solidarity from the past, during the struggle. To celebrate we ran a promotion about products sold at Game stores that resonate with the progress we’ve made and the generation of this day and age. Using Game products, we highlighted how these new-age developments allow us to exercise our freedom of choices and enjoy the fruits of progressive products, products that come with a bit of ‘free’ this freedom day.

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Freedom Day is a public holiday that celebrates democracy and freedom in South Africa. 27 April marks the celebration of South Africa's first non-racial democratic elections of 1994 after a history of racism under the apartheid regime. To celebrate we ran a promotion about products sold at Game stores that resonate with the progress we’ve made and the generation of this day and age. Using Game products, we highlighted how these new-age developments allow us to exercise our freedom of choices and enjoy the fruits of progressive products, products that come with a bit of ‘free’ this freedom day.

Freedom Day is connected to an era of struggle in South Africa, it marks South Africa's first non-racial democratic elections of 1994 after a history of racism under the apartheid regime. Since this era, various films, stage plays and stories have been born and guided our casts performance. These productions had a specific manner and style of performance in portraying and speaking of the struggle. Our radio spot’s performance style plays off this authenticity in nuances and cadence. We captured an essence of the pain and struggle this era represents yet. We’re now highlighting Game products that are offering consumers a new type of freedom.