BRIEF
To come up with a new positioning big idea that will remind and celebrate women for their unwavering spirit in a world where they are told who to be and how to act.
SOLUTION
Audacity To Be. A brand platform that aims to remind women of isibindi abanaso (their audacious nature) through a film series of relatable scenarios that break societal norms. From being your loud audacious self, to embracing your soft side in corporate environments, to knowing your worth and choosing yourself.
![](https://cdn.myportfolio.com/088a07dc-194d-4e34-a9dd-91e4e38ad7aa/49cdff62-afd4-4ee1-9549-a6b9bffd13e6_rw_1920.jpg?h=54ce290e37a8d3bb05c527ec6f3a8f17)
![](https://cdn.myportfolio.com/088a07dc-194d-4e34-a9dd-91e4e38ad7aa/a4710b53-6cc8-4234-83b0-6b4e3993f931_rw_1920.jpg?h=42e8be8c62e8f566308f217274199cd6)
AGENCY
Agency and Creative Director: Grey South Africa with Thando Silimela
Art & Copy: André de Jager, Ayesha Kaprey
Production Company: Mercy
Director: Talya Galasko
Agency and Creative Director: Grey South Africa with Thando Silimela
Art & Copy: André de Jager, Ayesha Kaprey
Production Company: Mercy
Director: Talya Galasko