Save What Matters
TymeBank’s Save What Matters brand campaign aims to show how driving a culture of saving can help us achieve the things that really matter. It’s inspired by the story of Ouma Katrina Esau, the 88-year-old language warrior who is the last fluent speaker of N|uu, and is working tirelessly to preserve her mother tongue.
‘Savings’ aren’t always about money. When it’s about knowing what’s important to you, having a goal that’s worth committing to - it could be worth so much more. TymeBank understands the true value of saving and needed an idea that challenged South Africans to find something worth saving for and positioned them as the purpose-led bank to help them do it.
THE INSIGHT
THE IDEA
Katrina Esau, the last fluent speaker of N|uu, understands that some things are worth saving. She became the unlikely spokeswoman for a Savings Month campaign that challenged South Africans to find something of their own worth saving, in the language she’s trying to save. Across TV, print and radio, we gave people the chance to hear N|uu, from the last fluent speaker, with translations in all 11 official languages.
Agency: King James Group / Art Director: Melissa Raath, Robyn Phillips / Copywriter: Jean Pierre le Riche, Khanyi Modiba
Executive Creative Director - Danni Pinch / Creative Group Head - Marjolein Rossouw
Business Unit Director - Nicola Davenport / Agency Producer - Joshua Michael
Film Production: Bioscope / Film Director: Zipho Dlangamandla / DOP: Jason Prins
Post Production: Strangelove Post / Grade: Nic Apostoli