A family huddles in a closet as the man of the house arrives home. This is the nail-biting setting that Creative Eye Africa, one of East Africa's new home-grown advertising agencies created for a TV commercial.
The ‘Kuwa Mfano wa Kuigwa’ television commercial incorporated a humorous twist on the burning issue of domestic violence and was highly popular on Tanzanian TV channels and on social media platforms.
Contracted by the Champion Project, a USAID funded project specializing in health-based initiatives, Creative Eye was tasked to create heightened awareness on the stigma of domestic violence.
The TV commercial plays on a scenario of a wife and children hiding from ‘Dad’ when he arrives home. The witty finale is when it is revealed that they are actually on one of their regular ‘hide and seek’ games.
“The Champion Project campaign was a fun project for us and we are glad we were able to sensitize the public while keeping to our values of local relevance and insightful marketing,†Hilda Kiel said, Creative Eye’s Services Manager.
This comes at a time when clients are increasingly turning to more localized advertising agencies that are better attuned to the local market. Increased competition has heightened the cost against benefit question when selecting an agency, as is the importance of being locally relevant.
“We pride ourselves on being able to give a local spin to all our creative work,†said Mandla Mguni, Creative Eye’s Creative Director from his offices in Dar es Salaam, Tanzania.
The Avon Communications Award programme is currently in its second year and recognizes campaigns that speak out on violence against women. Their international panel of judges has reviewed over 425 entries from 46 countries globally.
Creative Eye Africa currently operates in Tanzania, Rwanda and Kenya and is continually expanding throughout the East African region
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