A dictionary might tell you that a 'sister' is a girl/woman who has parents in common with someone else, or it might refer to a female friend/peer. But Chicken Licken has chosen to … read moredefy the dictionary's conventions, as it does with so many others, through its new SoulSister campaign, saying 'There's a SoulSister in all of us'. (Yes, even in you, SoulMister.)
Agency: Joe Public, Johannesburg
Airing for the first time on 12 September on screens big and small across the country, the SoulSister campaign launches with a film set to the soul-rocking Bomba Estéreo track, 'So Yo', and shows the SoulSister 'effect' involuntarily taking over South Africa, one (wildly out of control, gyrating, soul-shaken) body at a time. Created in partnership with Joe Public and directed by Slim of Darling Films, our story starts on a train with a suit-clad businessman, whose inner SoulSister has just come out to play ‘during the people’ as Tweeps might say. A tell-tale orange packet lands in the lap of an unsuspecting co-passenger who is perplexed by this sudden display of wild abandon as the man exits the train – his face and limbs seemingly working to a different agenda to what his diary might suggest for the day. As we travel through the city, we encounter more and more joyfully out-of-control bodies as this SoulSister effect takes hold of every person who has enjoyed the meal.
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