The world has gone a bit mad over the last 12 months. This is as true in South Africa as anywhere else. It’s been a lot to deal with and we felt that people just needed a break – a break from all the conspiracy theories and theorists, the zoom calls and people who log onto them 5 minutes early; all the things and people that have been adding unnecessary stress to an already stressful world. The “Savatical” concept was a promotional campaign that offered Savanna consumers the chance to win three months’ salary which gave them one less thing to worry about. And our radio spots addressed some of the things (and some of the people) we wish we could take a break from in Savanna’s crisp, witty style.

Savanna Savatical Radio – WHATSAPP

Some people really, really need to rest baf‘ethu (baf’ethu - brother) :

Like group chat abusers. Rest guys –

when you’re the only one posting in the chat, it’s time to stop posting in the chat.

And like people who promote their personal accounts on IG – hau (hau – no direct translation, a general exclamation of disbelief),

relax baba (baba - my guy) –

just like vegetables, your “likes” are healthier when they’re organic.

Like people who log on to Zoom calls 5 minutes early – rest bafo.

Who are you that you don’t need those 5 minutes?

Awuchami? Hau! (awuchami - you don’t pee?)

Like people who send 10 minutes voice notes – rest, immediately –

WhatsApp is not a podcast man..

And like the guys who gave up on WhatsApp –

and told all their friends about it on Facebook…

These people need to rest

and so do you.

Take a Savatical. Win 3 months’ salary for 3 months’ rest.

Savanna. It’s dry but you can drink it.

The phrase “Rest” or “ Rest baf’ethu” has become South African social media short-hand for calm down, or relax, and is used to respond to the people we see on our timelines acting a fool. In our spots, we used the “Rest” concept to tell some people that it’s time they relaxed, and took a break. One of our motivations for telling our audience that it’s time to “Rest”, has been the tendency we’ve noticed in our own consumers to be touch irresponsible in these Covid times. Savanna drinkers have developed a bit of a reputation for being a little wild and over the top, often ignoring Covid protocols. The idea to use the “Rest” meme to land our Savatical promotion was partly driven by our desire to suggest to our audience to calm down in these Covid times.