Nando's - "#rightmyname"

M&C Saatchi Abel

M&C Saatchi Abel Cape Town , South Africa

Awards

2721

Brand: Nando's
Country: South Africa

Advertiser: Nando's

Title	#rightmyname
Brief	Every day, South Africans with non-English names are told by spellcheck that their African names are errors. Nando’s wanted to right this wrong. The #rightmyname campaign encouraged the public to add their names to an online database. When the list was complete, everyone could download it to their computer's dictionary, ensuring that the red lines disappeared. The nation’s largest newspaper loved the story and even underlined all the African names in its articles, at no cost.
Agency	M&C Saatchi Abel
Campaign	#RIGHTMYNAME
Advertiser	Nando's
Brand	Nando's
Posted	November 2018
Business Sector	Restaurants & Fast Food
Story	The #rightmyname campaign built a database of South African names using the contributions of many thousands of individual South Africans. Every name added to the list was a step toward the solution.The campaign targeted influencers whose names got spellcheck’s red line using a personalised t-shirt drops that encouraged them to share a video of themselves removing the red line from under their name.In a SA media first the nation’s largest newspaper recognised the newsworthiness of the idea and agreed to underline all African names on their cover and inside spread editorial.
Media Type	Case Study
Copywriter	Gordon Ray
Copywriter	Jordan Tryon
Copywriter	Tom Kratz
Art Director	Tshegofatso Phetlhe
Project Manager	Robyn De Beer
Agency Producer	Martine Levy
Account Manager	Tannah Harris
Brand Representative	Jake Johnstone
Chief Creative Officer	Neo Mashigo
Digital Design	Gavin Dale
Digital Design	Lindiso Maneli
Executive Creative Director	Gordon Ray