01
What was stuck
- Connect banking services with the interests, language and cultural references of younger South Africans.
Absa · Integrated campaign · Youth culture
Swiiish
A youth-banking campaign shaped by contemporary South African culture.
Integrated
2017
Case study
From brief to finish.
A credible voice for a new generation of banking customers.
02
The fix
- A youth-focused visual language shaped by the energy of contemporary South African culture, carried through music, movement and platform-native content.
03
My role
- Novic developed the youth-focused visual language and led art direction, photography supervision and execution across broadcast, digital and social.
04
What happened
- Across Absa work, including Swiiish: sixteen Midas distinctions comprising one Gold, eleven Silvers and four Craft Certificates. APEX Bronze for Change Effectiveness. Loeries Finalist.
The record
Selected Midas recognition.
Selected recognition
Selected recognition across music video, broadcast, radio and digital craft.
Swiiish Music Video
- GoldBanks: RetailConsumer categories
- SilverNon-Broadcast VideoUse of medium
- SilverTV/CinemaUse of medium
- SilverMusic: Original Content or IntegrationCraft categories
Swiiish Radio Campaign
- CertificateRadioUse of medium
Law For You Social Posts
- SilverHumorCraft categories
- SilverLow-budget (<$100,000 USD)Use of discipline
- SilverSocial MediaUse of medium
- CertificateBanks: CommercialConsumer categories
Selected credits
Novic Hader · Visual language, art direction, photography supervision and execution across broadcast, digital and social.
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