South Africans are gatvol. After covid, lockdown, riots and flooding in Durban, the nation is tired of problems. A multi-disciplinary team consisting of
Rachel Rust, Owen Knight, Darmin Reddy, Tehillah Els and myself wanted to change this.
Our research showed that many find uniquely South African
things that still make them happy. As a team, we decided to remind South Africans about those happy moments with a truly South African brand - by putting the
"Happy" back into Chappies.
The team went ahead to appeal to the nostalgia and happiness people felt as children when they had Chappies. We wanted to bring that connection back.
In the end, we want to make a nation of Heppie Cheppies!
South Africans still find uniquely South African things that make them happy
SO
Chappies wants to appeal to the nostalgia and happiness people felt as children when they had Chappies, and bring back that happiness.
A simple solution:
WE WANT TO MAKE PEOPLE HAPPY!
The Heppie Cheppie team worked collaboratively on every aspect of the campaign. We all had an input to the concept and made turns to do revisions on executions.
I primarily worked on our social media posts and print media, but the whole team helped with refinements. Similarly, I made revisions on stickers, wrote out the strategy
with the team and helped with filming and mocking up our Heppie Cheppie video.
We asked South Africans "What makes you happy like a Chappie?" We filmed this process. The response was a bloom of smiles.
Speaking about what makes you happy, makes you happy.
People spoke to Chappies about what makes them happy in their home languages - and lit up.
Everyone's happiness was compiled as social media reels to spread smiles.
Heppie Cheppie Video
