The campaign showcases an image which depicts an African afro hairstyle that was created using school shoes – with the words – A natural appearance looks just as polished #ProFro.
It was published on the Pretoria News print publication prime spot, a South African newspaper owned by the Independent Group.
The brand played on the recent and trending story of a hairstyle debacle that was sparked by Pretoria Girls High School students.
As parents took their children back to school, they also placed stickers on their cars with the iconic hairstyle image that uses stacked up shoes to create a powerful afro effect.
Nugget shoe polish managed to spread its #ProFro message and at the same time showcase the brand’s stance in the whole debate.
Eoin Welsh, HAVAS Johannesburg Chief Creative Officer praised the creative team for their brilliant work and bold initiative.
In our view, Nugget was very bold for getting involved for a good cause, he further comments.
Welsh complimented Ryan and Tams for their smart work and for volunteering their time over the weekend to post flyers all over Pretoria.
In addition, Fi and Tumi for championing the #ProFo campaign – Luc, Dav and the RB AM team for getting the Nugget advert bought and sold – Aletha for finding the right advertising spot.
The Nugget advert even went as far as getting a double orchid on the Saturday Star for a clever media placement.
The HAVAS Johannesburg team keeps an eye on the world around them, are innovative and are constantly seeking new opportunities to link our brands to the public.
This campaign certainly got South Africans talking. It was great to see a brand take a position rather than just a positioning.
Welsh has made a plea for the HAVAS Johannesburg team to come up with even more brilliant plan that will knock his socks off.