Strategy
Understanding the need for relatability within family dynamics and social consciousness, we developed a concept that seamlessly integrated common family-related annoyances with humour and empathy. By intertwining these elements, we sought to forge a deeper emotional connection with viewers while also shedding light on South Africa’s water issues. This lead to the ‘Little Frustrations’ Concept. This concept revolved around various scenarios that deliver minor annoyances in the household—like misplaced items, sibling squabbles, or kitchen mishaps, while subtly incorporating South Africa’s water problems. Through humorous vignettes, we showcased how Oasis provided a solution amidst these challenges, bringing moments of relief and harmony to family life. We shot two distinct ads with different families allowing us to capture a range of relatable family dynamics. Each scene was meticulously crafted to evoke empathy, laughter, and a sense of togetherness.
