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.