A step in the right direction
Kiwi’s ‘Takkie Brite’ cleaned sneakers so well they looked as good as new (a big benefit in South Africa, where people walk long distances but cannot afford to buy new shoes that often). To launch it – on a tiny budget and no shelf presence – we created an entirely new industry; sneaker washing. The brightest and best young entrepreneurs won a chance to run ‘Wash Stations’. So not only did the brand give the country clean sneakers (through product demonstrations), it also gave future generations the opportunity to become successful entrepreneurs.
OgilvyAction Cape Town Chris Gotz Executive Creative Director Quinton Luck Creative Director
Thandolwethu Silimela Art Director Kate Desmarais Copywriter
Carol Jeffrey Business Director Catherine Kawitzky Account Manager