Johannesburg agency, Halo’s, campaign for grocery chain, Pick n Pay, doesn’t solve the global mystery of the Springbok’s immense size and power. It does better. It invites South Africans to eat like them. Pick n Pay’s Springboks sponsorship campaign (the retailer is a a Tier 1 SA Rugby sponsor) sits squarely in sports culture. What they feed Springboks is one of rugby’s longest-running mysteries. The campaign’s hero commercial (an epic production) visits five countries to find people bewildered by the question, in a riveting montage that also includes Springbok football footage, one man’s “marauding Viking” dream, and visual bibs and bobs that enhance the drama – and the fun.

Featured in the film are Tim from Eggchasers, one of England’s biggest rugby podcasts; Scottish international and broadcaster, Jim Hamilton; New Zealand retired rugby union player, Dan Carter; South African former professional rugby union player, Bismarck du Plessis; South African rugby union player, RG Snyman, who plays the Viking; and Springbok forwards coach, Daan Human.

Production spanned four continents, five countries and seven cities, and is running across TV, digital and social media.

Credits
Agency: Halo
Chief Creative Officer: Dean Oelschig
Executive Creative Director: Gareth O’Callaghan
Art Director: Joanne Clarke
Managing Director: Amber Mackeurtan
Business Director: Tatiana Drakoulas
Producer: Shanon Leicher
Animator: Leani
Art Director: Wikus Muller 
Stylist: Thomas Van Dyk

Film Production Company: Bioscope Films
Director: Fausto Becatti
Directors of Photography: Fabian Vettiger, Devin Toselli, Joseph Ingersoll, Josh Levi

Editing: Strangelove
Editors: Xander van der Westhuizen, Julian Redpath
Post Production: Chocolate Tribe
Producers: Daniel Kaplin, Lee-Anne Jacobz, Maurice Dingli, Naledi Kgope, Tracey-Lee Portnoi
Recording Studio: Pressure Cooker
Sound Designer: Alex Smillie
VFX: Jean Du Plessis, Tiaan Franken, Rob Van Den Bragt
Writer: Geir Wilson


Client: Pick n Pay
Marketing, Brand & Digital: Katherine Madley
Head of Product Marketing: Landre Venter