Nelson Mandela’s legacy will continue for as long as we remember to remember. With 2018 marking 100 years of Madiba, this campaign is part of a drive to make Madiba’s values of freedom, equality, peace and forgiveness visible to a generation that’s in danger of forgetting them. #ShavetoRemember is a call to action for everyday South Africans to honour Mandela by getting his iconic haircut. The movement was launched with an emotive film and we leveraged social media to drive mass awareness and action.
The film opens with a voice over from Madiba’s inaugural speech which is then carried out in the rest of the film by multiple diverse characters with an underlying narrative urging audiences to find the Madiba within. Every word in the ad is Mandela’s own. In it we see the various characters go about their daily lives recalling Mandela’s words as they have the famous Mandela line shaved in all their heads.
A significant part of the campaign was to make the haircut accessible to the masses through activations, offering free haircuts in our mobile barbershop – manned by an army of Philips barbers. Getting the haircut is, in its most basic form, a pledge to step up and try to bring those values every single day – no matter who we are, where we come from or how small our sphere of influence is.
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