ADVERTISING

Savanna Cider

Decolonise Autocorrect

Agency: Grey

Description

If your mother tongue isn’t English, you’ll have discovered that colonialism is alive and well and living in our phones, and it’s killing our indigenous languages. How is it that Autocorrect has no problem recognising a sentence like “The bourgeoisie acquiesced in bequeathing their paraphernalia to the fascists”, but try typing in “Abrazos para ti” and before you can prevent it, Autocorrect has turned it into “Abrasive parade today.” This is a particularly acute problem in South Africa, where our Constitution recognises eleven official languages and our phones only recognise one.
Savanna Cider is a proudly South African cider that’s much loved for its unapologetic crisp witty commentary on the ironies of South African life. They declared “We’re tired of ducking Autocorrect forcing South Africans to speak English”, and set out to liberate people’s phones through a simple hack. Simply go to the Savanna website, download a file in the language of your choice, save it to your Contacts, and vóila. A contact file takes up little space on your phone and can contain an unlimited number of words. Because Autocorrect recognises words saved to your Contacts and doesn’t correct them, saving a Contact file with the 500 most used words in a language automatically “teaches” your phone that language. No more Autocorrect snafus. No more being forced to use someone else’s mother tongue.
"Shosholoza" is an Nguni song that was sung by the mixed tribes of miners mining gold in South Africa.. It was sung by all-male African workers that were working in the South African mines in a call and response style. The song is so popular in South African culture that it is often referred to as South Africa's second national anthem. We re-wrote it to according to autocorrect.

This professional campaign titled 'Decolonise Autocorrect' was published in South Africa in December, 2019. It was created for the brand: Savanna Cider, by ad agency: Grey. This Digital medium campaign is related to the Alcoholic Drinks industry and contains 2 media assets. It was submitted almost 3 years ago.

Credits

Advertising Agency: Grey / Liquid South Africa, Johannesburg, South Africa
Chief Creative Officer: Fran Luckin
Executive Creative Director: Glenn Jeffery
Creative Director: Steph van Niekerk, Francois du Preez
Art Director: Marais Janse Van Rensburg
Copywriter: Maxine Twaddle, Mkhuseli Radebe, Sanele Ngubane, Marais Janse van Rensburg, Steph van Niekerk
Head of Production: Lara Bayley, Linda Hauser
Business Director: Jacqui Howard-Tripp
Account Manager: Brett David
Production Company: Produce Sound
Digital Creative Director: Kristoff Smith
UX: Kathrine Pelser
UI Designer: Michael Williams
Developer: Siyabonga Hlengwa
SEO: Craig Wilson
Data Analytics: Zaheer Adhikari
Dev/Ops: Clemens Maart
Project Manager: Leezl Kaschula
Animator: Bohlale Radebe, Francois Venter
Audio: Louis Enslin

France Televisions

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