Nedbank Youth Day Campaign

Agency: Joe Public

Nedbank Youth Day Campaign - Signwriter Film

Nedbank Youth Day Campaign - Activation Film


On 16 June 1976, Sowetan schoolchildren embarked on a peaceful march against Afrikaans being enforced as the language of instruction by the Apartheid government. Tragically, over 100 youths lost their lives when police opened fire on them. These children were never able to complete their schooling and therefore never went on to fulfil their potential.

To honour the class of ’76, YouthX by Nedbank in partnership with Joe Public Durban recently launched a commemorative campaign that kicked off with a film depicting an elderly signwriter updating an honours board, while flashing back to his participation in the Soweto Uprising. It then reveals that he’s added a name from the Class of ’76, reminding viewers that even though they may not have gone to that specific school, their sacrifice should never be forgotten.

The brand also partnered with schools across South Africa to add members of the Class of ’76 onto their honours boards. The youth’s surviving next of kin were tracked down and invited to special assemblies across the country.

“These stories have to be told, and curating them is critical in ensuring the youth like Noble Mabaso, Hastings Ndlovu, Irene Phalatse, Karabo Moloi, and the other heroes of 1976 are remembered. This campaign belongs to all of them,” says Brandon Govender, Executive Creative Director of Joe Public Durban.

“It was such a privilege to be part of this campaign. It’s not often you get the chance to work on something with such a higher purpose, and hopefully by honouring the Class of ’76, we inspire future generations to live out their full potential,” comments Martin Schlumpf, Integrated Executive Creative Director at Joe Public.

An immersive campaign website allowed people to explore a 3D school hall – getting to know the Class of ’76 beyond just their names through stories and memories shared by their next of kin. And users were encouraged to share their stories to social media.

“Ultimately, if we’re going to be a brand that makes an impact on society, telling these types of stories is fundamentally important. As a bank who wants to inspire young people to unlock their potential, we also need to acknowledge the past. I feel very proud that we’ve done this, but also very emotional. Because it’s a very tough part of our history. But without that history we don’t have a South Africa that looks like it looks today,” comments Khensani Nobanda: Group Executive: Group Marketing And Corporate Affairs.

This professional campaign titled 'Nedbank Youth Day Campaign' was published in South Africa in July, 2024. It was created for the brand: Nedbank, by ad agency: Joe Public. This 360° medium campaign is related to the Finance industry and contains 2 media assets. It was submitted 15 days ago by Whitlock: Deborah of Joe Public.


Nedbank Youth Day Campaign credits:

Brand Client Team
Group Executive: Marketing and Corporate Affairs: Khensani Nobanda
Executive Head: Marketing Strategy: Tebogo Motsepe
Executive Head | Retail & Business Banking Marketing: Buli Ndlovu
Head Brand Strategy: Cleopatra Taoana
Head Consumer Marketing: Rachael Motloung
Brand Senior Marketing Manager: Mongezi Sokanyile
MOPS Squad Marketing Lead: Kesh Babula, Philippa Guichard
Nedbank Web Lead: Are’ Visage
Senior Web Developer: Tshepo Motlhose

Agency Info
Agency: Joe Public
Regional Agency Group: Joe Public
Agency Managing Director: Khuthala Gala Holten, Gareth Leck
Group Chief Creative Officer: Pepe Marais
Chief Creative Officer: Xolisa Dyeshana
Integrated Executive Creative Director: Martin Schlumpf
Integrated Executive Creative Director: Brandon Govender
Integrated Creative Director: Declan Sharp
Integrated Art Director: Zainab Mitha
Integrated Copywriter/Scriptwriter: Jasmin Vandersteen
Agency Producer: Diane Cole

Account Management
Integrated Account Director: Karabo Motjuwadi, Zengifike Dube
Client Service Director: Candice Shortt
Account Manager: Kgaugelo Matsepane, Phindile Lombard, Noma Mphuthi
Integrated Business Unit Manager: Phindile Ndzekeli, Abigail Buckley
Traffic/Project Manager: Michele Lazarus, Tessa Thomson, Nozipho Gama, Linda Mbele
Strategist: Laurent Marty, Chad Nelson, Lebogang Kunene
Media Agency: The Media Shop


Production Info
Film Production Company: Darling Films
Director: Zee Ntuli
Executive Producer: Lorraine Smit & Melina McDonald
Producer: Anastasia Tsobanopulos
Cinematographer/DOP: Adam Bentel
Production Manager: Vasilea Ackermann
Production Art Director: Tamzyn Botha
Wardrobe Stylist: Neo Serati

Key Grips: PJ Steyl
Gaffer/Lighting: Emmanuel Sithole
Hair & Makeup: Thamie Allen Nkosi
Unit Manager: Lincorn Mkhabela
Talent/Performer: Dumisani Mbebe, Kaabo Mokhine, Nkosiphile Ngxange, Palesa Dlamini, Sihle Nkutha, Attie Fourie, Siyanda Tshabalala, Kinemo Nduwa, Keletso Tsitsing, Amahle Jiji, Nissi Bodibe, Marcel De Andre, Andrew Pheiffer, Christopher Sharpe

SFX: Gerhard van der Heever
Sound Operator: David Seapose

Post Production Info
Editing Company: Post Modern
Offline Editor: William Kalmer
Post Production Facility (Online): Post Modern
Grader/Colourist: Terry Simpson
Online Artist: Michael Naidoo

Music/Sound Composition: Mandisi Dyanytyis “Isikhalo”
Music Supervisor (Licensed): Marc Algranti
Recording Studio: Sterling Sound
Sound Engineer: Lorens Persson


Production Info
Film Production Company: Darling Films
Director: Alexa Wilson
Executive Producer: Lorraine Smit & Melina McDonald
Producer: Anastasia Tsobanopulos
Cinematographer/DOP: Josh Levi
Production Manager: Vasilea Ackerman

Gaffer/Lighting: Vukani Khawula
Sound Operator: David Seapose

Post Production Info
Editing Company: Post Modern
Offline Editor: Jade de Jager
Post Production Facility (Online): Post Modern
Grader/Colourist: Africa Majola
Online Artist: Andries de Jager

Recording Studio: StudioJoe
Sound Engineer: Sergio Da Cruz

Mitsubishi Moto...


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