In South Africa, radio reaches more people than any other media. For Snickers, we used this to convey 'Don't Stop' (the African brand platform) to young guys in a fresh, approachable way they could understand – even across languages. 

Both the English and Xhosa campaigns were recognised at multiple shows, breaking the stereotype that vernacular work simply needs to be a translation.

Accolades: Cannes, D&AD, Loeries