In between fits of laughter and too much Vida-e coffee, my very talented partners Lucas Janse Van Vuuren and Robert Prinsloo and I came up with the original concept and campaign roll-out for Sanlam’s National Start Something Day.
No, the brief was not to “come up with a day”. The brief was to create a campaign that encouraged people to think about their future goals and how they’re going to achieve them.
We wanted to create something bigger than the usual radio, print, TV campaign. Something that could actually positively influence people’s lives, whether they ever become Sanlam customers or not.
The result: an annual drive and competition to get people up from their Biggy Best recliners and onto their way to climb Mount Everest, sing the Blues and doing what they’ve always wanted.