How To Ruin Christmas: A Christmas Journey is a star-studded international musical that aired on smart devices around the world. Our task was to promote this international title to a local audience in an exciting, yet relatable way.
We did this using the universal language of music. Focussing on connecting with our South African audience, we sought out a local artist who stood for inspiration and the belief that anything is possible. We found that in the uniquely talented Ndlovu Youth Choir, and together, we created a South African jingle, spreading cheer and awareness across the country.
With an audience whose first language is often not English, we started by translating the lead soundtrack, ‘Square Root of Possible’, into the most widely spoken language across South Africa, IsiZulu.
This rendition aired across local radio stations and audio streaming platforms, paired with outdoor collateral that visually showed the magic of the movie.
We then created a music video starring the choir itself and the sun setting over a Jozi skyline.
Our South African spirit travelled across the country just in time to bring some Christmas cheer to people who needed it most. It travelled across the world as we touched the hearts of the creators themselves.
The campaign stood testament to the power of local talent. Coverage was picked up organically from over 25 media publications, such as eTV, Heart 104.9 FM, The Star and IOL.
The message also spread across social media, achieving almost 150,000 views.